Just in case you have not heard about the recent controversial ad filling the headlines - here it is.
An Edmonton hair salon has recently released an ad that glamorizes, sexualizes and normalizes violence against women. The ad depicts a battered women sitting on a couch while a psychotic looking dude plays with a necklace. The necklace further perpetuates the ads attempts at creating class and status amidst the violence. The clothing, for instance, suggests that the couple in the photo has a lot of money and they "care" about how they look by wearing expensive garb. The text within the ad reads, "Look good in all you do" suggesting that, even if your male-partner has beaten you recently, you can still get an expensive haircut from this salon.

To add fuel to the fierce rage that is already being experienced by many who have viewed this advertisement, the salon stands by their marketing stating, "Is it cutting edge advertising? Yes. Is it intended to be a satirical look at real-life situations that ignites conversation and debate? Of course. Is it to everyone’s taste? Probably not," says Sarah Cameron, owner of the salon. Can someone explain to me how it is "cutting edge" to depict battered women? Where is the artistic value within this advertisement?
Janine Fraser, director of the Edmonton Women's Shelter expressed concern over the advertisement, "This advertisement is at risk of glamorizing an issue that is of serious and life-threatening, ongoing concern to all the women and children who use our shelters."
In response, the salon owner has taken it upon herself to "explain" the advertisement to the Edmonton Women's Shelter, "If survivors of abuse interpret this ad to make light of any abusive situation, we sincerely apologize, that was never our intent as there are people that worked on this campaign who are survivors of abuse."
Here are my questions for Sarah Cameron. I am sure these questions, or similar ones are being echoed by Canadians and by those reading Canadian news:
1) How could survivors of abuse not interpret this photograph as offensive?
2) How does this photo not make light of violence against women? That is all it depicts.
3) If you are so sincerely apologetic, why not take the advertisement down? The Edmonton Women's Shelter has made clear the risk being posed, so why continue to show this ad?
4) How can you be so sorry if you are still desiring to make money from this disgusting advertisement?
4) What was your intent with this advertisement? How did you decide that violence against women was even relevant to salon services?
5) Considering most salons are targeting a female audience, why would you use a battered woman to promote your business? How do you believe women will feel about such violent representations? Do you believe this ad will benefit your salon and its image in the long-run?
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Feel free to leave your feelings regarding this ad and what you think should be the next action taken by the salon and by the Edmonton Women's Shelter.
This entire ad is centered around violence against women, that is all this photograph represents; there is no notion of hair-styling or hair-cutting from this advertisement. The ad is blatantly misogynistic, violence-promoting and sexualized hatred of women. This is all done in the name of marketing and in the name of making money.
If we continue to use the idea - the concept of maimed and battered women for profit and for fashion, we will continue to perpetuate the dangerous and unpredictable environment in which survivors of domestic violence live. As women, we must be willing to call other women out on their blatant exploitative marketing maneuvers and their attempts to make violence against women sexy.
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