Wow. I’m a big fan of Terry O’Reilly’s radio show The Age of Persuasion and I watch more Mad Men than I like to admit, but every time I think I’m a savvy mediaphile who’s completely immune to shock tactics in the world of advertising, those zany ad execs prove me wrong. Horribly, horribly wrong.
Hit the Bitch is a Danish anti-violence-against-women campaign that works much like a video game where you’re supposed to, well, beat up a woman. Your mouse or webcam controls a big, hairy, manly arm that slaps and punches a very realistic avatar of a woman, complete with sound effects and bruises that appear on her face. Your “performance” is ranked on a scale that goes from PUSSY to GANGSTA (we’ll get to the racist implications in a second). I was not able to complete the game, because I must be a pussy (& proud to say it!) but according to the AdFreak researchers, who are more dedicated than me, when you’ve successfully reduced the woman to a tearful pulp the game calls you an idiot. Well, on behalf of all abused women worldwide, thanks a mill’.
Yeah, so I didn't really want to include an image from the Hit the Bitch website, since I figure we see enough images of women being abused and victimized, so here instead are Thelma and Louise, who fought back. Enjoy!
The AdFreak piece already makes several strong points about the absurdity of the site (people who think it’s okay to commit violence against women will enjoy it, while people to whom it’s revolting won’t be able to look at it for more than a second; it makes violence against women into a game, which is not okay no matter what the message), and personally I tend to agree that doing something in the name of a cause I support doesn’t equal carte blanche. Plus and besides are there so few images of victimized and abused women in the world that we need to start making more of them? I’d be curious to know where other people stand on that, but before I open up the floor I want to comment on what to me is maybe the most disturbing aspect of this ad, which is the conflation of violence against women and what the makers seem to suggest is a “gangsta” or hip-hop lifestyle.
(more inside…)
