Tuesday, January 15, 2008

Shaping Youth - Target Ad

Amy Jussell at Shaping Youth called this ad to Lyn Mikel Brown and Sharon Lamb's attention and asked them what they thought. They said:

"The ad didn't strike us as forcefully as some, but that could be the point here. The innocence and playfulness of making snow angels (with the hat and scarf, the girl smiling, perky--as much as one can be lying on one's back--in that usual over-the-top Target way) is as primary as the sexual availability/suggestion of sexual violence of the spread eagle position on the target (and the camera angle). Could it be that it's this combination that's so disturbing, the blend of innocence and sexualization? We're seeing more of this all the time, whether it's the VS Angel Collection or the Bratz Dolls (with the little halo over the a) or sexy/innocent Halloween costumes for little girls. These are the kinds of images designed to be so subtly suggestive that people are called crazy or dirty minded for questioning them. But of course in reality they normalize these relationships--i.e., between sexy and innocent. The sad reality is that a girl lying on her back spread eagle is more provocative and attention getting (and thus sellable) then a girl snowboarding or standing on the center of the target in another sort of pose. What do you think? Are we reading too much into this?"

Click here to view ad

If you agree with Lyn and Sharon, let Target know!
By phone: 1.800.440.0680
By email: http://www.target.com/gp/help/display-contact-us-form.html?displayLink=tci

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