Femdom in advertising

We’ve seen a lot of it, mostly in fashion and music.

We tend to think it’s a relatively recent phenomenon in marketing (though Unspeakable Axe has been posting ‘Found Femdom‘ in mainstream media for years).

This ad campaign is from 2004. Umbro Vigo is a sports brand, and this ‘Sado’ series to advertise footwear is by a Brazilian agency. Stereotypical: yes. Exploitative: sure.

But say what you want, these are stunning. Not least in their unapologetic presentation of submissives as the beautiful men they are, and you know I always appreciate that.

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18 Comments

  1. Hmmm.

    I haven’t worn cleats – or even thought about them – in 25 years.

    But odds are I’ll be thinking about them now. (Minus the half-naked patent pleather posing, please.)

    Thanks for sharing. :)

  2. Femdom ads are great.
    There’s a fantastic domme themed ad for Christian Louboutin shoes, I don’t know if I can post a link but the URL is
    http://www.youtube.com/watch?v=Ocdk2uPI5V8
    ( If that doesn’t work just search on youtube for ” Wrist Job Louboutin”)

    There’s also an entire channel dedicated to femdom (or femdom lite) ads called
    “The Portly Polar Pinniped”.
    You should definitely check it out because it’s a lot of fun.

    Charlie

  3. Hm! Interesting, thank you Ferns! They burn with drama & intensity, I’d call them erotica.

    I’m still contemplating the stereotypical/exploitative charge… I suppose exploitative in that overtly sexual images are a quick & easy attention grabber, also a crafty way of courting controversy: ie- publicity for the brand. Maybe erotica and advertising shouldn’t generally be mixed to this extent? I dunno!

    As for stereotypical, you mean in terms of BDSM/kink culture and so on? Cause I think FemDom generally defies the traditional gender stereotype of Man=tough/dominant & Female=soft/submissive.

    I’m not too familiar with this brand so I don’t know if the gear is marketed in female and male sizes but I can imagine many men from traditional ‘macho’ cultures being put off the brand by these images!

    Anyway, thanks again Ferns.

    Lifeline, I say! ;)

    1. Yes: stereotypical images of femdom and exploitative of women per every marketing campaign since forever (sexy woman sells product etc). Same same in terms of imagery in both domains.

      I can appreciate them as great images with their depiction of the submissive men, and enjoy their context in mainstream advertising (especially for sports shoes) while still recognising the above.

      Also, I don’t think femdom images like this are the threat to ‘macho’ men that you think they are. I would imagine they see it exactly how it’s presented in porn: a hot woman who is playing a hot game of spanky spanky with you [before giving you a blow job].

      Ferns

  4. I keep thinking I’ll post a comment about these, but instead what happens is I just sort of scroll up and stare at the one where she’s riding him around with a gag in his mouth for a bit. Then five minutes later I’m like, “Hm, these are quite nice, I should say something…but maybe only after I’ve really, fully contemplated them…”

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