Carrefour générique dans les publicités de Dolce & Gabbana

22306904, Gard Emmanuel Jordantho, Devoir : Atelier de Rédaction Anglais.

Florence Moreau, Master 1 (ICO), (CYU) novembre 2022 _ (page : /1) [pic 1]

Photo from: Dolce & Gabbana under fire over 'gang rape' ad, IndiaToday. In: New Delhi,UPDATED: Mar 18, 2015 20:25 IST[pic 2]

Look what is happening there!

        That may hurt you, but this is how it works.

Like you see that, this picture is a Dolce & Gabbana’s advertising image.

It is an enlighten view of body even a sensitive attraction as well as a suggestion of sensuality when using Dolce & Gabbana’s perfumes.

There is two messages in: one is the power of D&C sweetness, the second one is a dialog between : female/male gaze and the representation of body ; sex authority and gender equity in our societies.

All those combine to catch the power of code & decode^[1] and play with prejudices creating what Rick Altman names: Generic Crossroads^[2]/Carrefour Générique in our democratic communication system.

This picture defines “G.C”, cause it uses the icons “cliché” against the icons “cliché”. It plays with sexual violence image to illustrate the power of sensuality; when using Dolce & Cabana’s perfumes.

It works like they would say:

 “This is a sexual violence scene!”

“It is certainly a repetition of a sexual violence representation scene but, if you really want to be as sexually attractive, violent as those personas, you get to use Dolce & Gabbana’s products/“Scents”.

In one word:

        They assume gender gaze as a significant response to gender mutual sex attraction.

[1]        Stuart HALL, Encoding and Decoding in the Television Discourse, Centre for Cultural Studies University of Birmingham Edgbaston, Birmingham B15 2TT, September 1973, pp. 3-5.

[2]        Leger Grindon, Film/Genre by Rick Altman, Film Quarterly, pp. 53-55 (3 pages) Published By : University of California Press.

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