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April 29, 2001
To whom it concerns:
Diamond.com writes:
SPIDER WEB
The first in our compelling campaign, this ad features Laetitia Casta caught in a spider web. However, this no ordinary spider web (since nothing is ordinary in magical world Diamond.com). This web spun entirely of the world's most beautiful diamonds. Laetitia seems to be captivated she may never want to leave. This ad was chosen to capture the irresistible combination of glamour, sensuality and unsurpassed selection Diamond.com has to offer.
THIS IS WHAT THE CONSUMER SEES:
Decked out is one way to describe the naked woman lying entangled in a web of diamonds. This ad however shows a woman TRAPPED in the web. She is sleeping and appears to be content despite being tied down, left outdoors, naked and alone. She is defenseless and weak; she is PREY. She is an OBJECT. The scenery only GLAMORIZES ENTRAPMENT. The background is
mesmerizing, however, the visual message is sexist as it OBJECTIFIES a woman, EXPLOITS her body, displays her in a PASSIVE manner, and holds her AGAINST HER WILL. YOUR LITTLE ANECDOTE GIVES THE WRONG IDEA ~ SHE MAY NEVER WANT TO LEAVE. I suggest you change it to WE WON'T LET HER LEAVE EVEN IF SHE WANTS TO. The diamonds, although they are the reason for the display, simply serve as a backdrop to the REAL IMAGE of a VULNERABLE WOMAN, exploited and existing for the male gaze. It's hard to understand exactly how
diamonds will sell when a naked woman is the focus of your ad campaign. This image would only appeal to you male viewers or a woman with a rape-fantasy.
The picture SCREAMS "I am all yours, come and get me. And don't worry because I won't be able to escape or even yell for help. I am silenced."
Thanks for nothing.
I won't be buying your diamonds after all.
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