Sex:

Formally, it’s a pleasant poster. Whites and sandy beiges to recall Karen Blixen stories – the sun, the beach, the endless Africa, the innocent exotic; a successful attempt to cater to our idea of the far away, in a classy, elegant way. Even the slow walk, in which the men are captured as if coming back from work, helps to maintain a relaxed ambiance.

The content, on the contrary, seems to be a masterpiece of offense.

It starts with the exact same troubling “sandy beiges”: colonial cliché of a white man wearing his elegant outfit next to indigenous “exotic-folk” batik skirts and beads (if the men are indeed coming back from a work site, should one ask about division of labor? Better not).

And it goes further, to the main message of the poster, being a quotation of the man on the first plane (the two men turn their heads to him, listening eagerly): “Approach women like you do wild animals, with caution and a soothing voice.”

I can’t stop thinking about Bakhtin and his approach towards “the chain of speech communion” (although I’m not sure if I would like to be chained to the speech visualized on the poster in any way). Aside from his famous “the speaker is not Adam,” indicating that no speech is “innocent” and free of its precedent, he was also pointing out – a father of advertising? – that the speech is created in anticipation of encountering its response (which in his metaphor of chain of communication adds subsequent links to the preceding ones).

So there is no need to discuss a scandal of the actual statement – rather, one should think about the expectations of the response.

Was the indigenous man chosen to make this statement, as he could serve as an authority, given his familiarity to wild animals? Or was he chosen to be easily dismissed, in the presence of civilized white man, who knows (does he?) it is not . . .

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