The controversy of this
X-Men Apocalypse poster has turned into several think piece articles around the internet and sparked many of conversations about domestic abuse. I would like to try to discuss both sides of the issue, first I would like to speak in defense of those who found the X-Men poster to be offensive. Perhaps Fox should not have used that image from the movie as a promotional tool. For some, the image of Apocalypse choking Mystique although fictional may be a trigger or evoke bad memories for some who may have undergone attacks or abuse.
Many of the complaints spoke of the image promoting violence towards women. The complaints did cause Twentieth Century Fox to issue a statement of apology and to remove the posters. Here is the statement:
"
In our enthusiasm to show the villainy of the character Apocalypse we didn't immediately recognize the upsetting connotation of this image in print form. Once we realized how insensitive it was, we quickly took steps to remove those materials. We apologize for our actions and would never condone violence against women."
Now for the other side of the coin, the poster was just marketing that Fox used to promote the movie. Where some say the image shows violence towards women with Apocalypse choking Mystique others see it as a standard if not cliché comic book scene. Case in point in
Avengers: Age of Ultron, Thor lifted up Tony Stark by the neck nearly choking him.
Also in
Captain America: The Winter Soldier, Steve Rogers was getting choked by the Winter Soldier.
After pointing out both sides, my opinion is I don't necessarily see the X-Men poster as promoting violence against women. Granted neither scene from
Avengers: Age of Ultron or
Captain America: The Winter Soldier were used to promote either movie. However, I found the X-Men image to be no different than the others, therefore it almost feels as if there is a double standard. Violence affects both men and women. I've seen comments where many have painted Mystique as this powerless female being choked by the domineering Apocalypse. Meanwhile, you could use that same defense for Thor vs Tony Stark. Because without his Iron Man suit, Tony is powerless. I can make the same claim for Steve Rogers vs Winter Soldier.
I'm trying to look at this in an objective way, I do think it was good that Fox apologized and removed the posters. However, if people continue to see women as helpless victims we will never be able to move past that stereotype. When I look at that X-Men poster, I see a Mystique that has this defiant look on her face like she's about to kick his butt. Since, I have not seen the movie, I have no idea what happens in this scene.
A few years ago, that image probably would have been overlooked but with society becoming more aware of negative things happening in the world and social media giving them a way to voice their opinions. Marketers and businesses need to be more conscientious of the images they choose to put out into the world. Because not everyone sees the same thing when they look at an image.
