Rape
culture is culture in which rape
and sexual violence are common, and in which social practices and media normalize
sexual violence. Many people do not realize that making jokes about rape
culture is not funny, and often times it is promoting rape culture. Rape
culture is overwhelmingly shrugged off as “normal” in our society today. Many
people are so accustomed to rape culture that they do not even notice it in
their everyday lives. The truth is, rape and sexual violence should not be
condoned, but rather, taken seriously.
I was disturbed when I saw this ad for belvedere vodka.
This ad promotes rape, as well as the assumption that “loosening agents,” such
as alcohol or drugs, may help men achieve sex with women. This advertisement was
withdrawn from the media by the company shortly after being released and
several apologies were published as they should have been. What was even more
upsetting was what the first apology said. “We apologize to any of
our fans who were offended by our recent tweet. We continue to be an advocate
of safe and responsible drinking.” This apology clearly failed to address concerns
about sexual assault or offending people that viewed this advertisement. Many
people tweeted about the company’s lack of judgment and moral values. After
many tweets surfaced about this terrible advertisement, the president released
a statement apologizing for the “offensive” advertisement and stating that it
was “inconsistent” with the company’s values. Belvedere Vodka felt so ashamed
about this advertisement that they even made a donation to the anti-sexual
violence organization Rape, Abuse and Incest National Network [RAINN]. Companies need to use better judgment when deciding
what to publish because it affects our society in a profound way.