An Edmonton hair salon's controversial ad campaign featuring a woman with a black eye has triggered outrage and debate over the use of images of domestic violence in media.

But the owners of the salon are defending the campaign and suggesting people need to lighten up.

One of the ads in the Fluid Salon campaign features a young woman sitting on a floral couch with a black eye. She has perfectly coiffed hair and is wearing high heels and a stylish dress.

Behind her stands a well-dressed man holding what appears to be a diamond necklace.

The ad features the slogan: "Look good in all you do."

A New York City blogger called "copyranter," who focuses on media advertising, brought attention to the ad in a recent post.

"Well, she's about to get a shiny diamond necklace to match her shiner, so all's well that ends well? Edgy," states the blogger.

The comments section quickly came alive with discussion about the ad.

One poster going by the name Bock McMillan called the ad "absolutely sickening."

"How anyone can even consider this to be a 'cool' way to promote anything at all except spousal abuse is a sad statement on how men's violence against women is still viewed in many parts of society," McMillan wrote.

In another ad in the campaign, a stylish-looking young woman sits on a dirty mattress, smoking a cigarette in what appears to be an alley strewn with garbage, a broken bottle and what appears to be condoms.

The woman is wearing high heels, tights and a black bra with an unbuttoned vest.

The "Look good in all you do" slogan also accompanies the ad.

Salon owner Sarah Cameron told CTV Edmonton she stands by the ads, explaining that they were meant to strike a chord with people -- and they've done just that.

"We want people to talk about it. It's supposed to gear up some sort of discussion," Cameron said. "Look at her; she's not looking at him. Who's to say she's not getting ready to get up and walk away? It's how everybody perceives it."

The ads reportedly lived on the salon's Facebook page for two years before the New York blogger drew attention to the campaign.

With files from CTV Edmonton