Naked advert banned: ‘Sexual’ toothpaste pic involving onions axed Latest News

loading...

Naked advert banned: ‘Sexual’ toothpaste pic involving onions axed Latest News


This advert featuring a naked woman has been axedSWNS


BANNED: This advert featuring a naked woman has been axed

The ad features a black and white image of the body of a naked woman wearing only a pair of strappy heels.

The woman in the image was shown reclining in a chair and facing a window, with one leg placed on top of a table by the window and the other on the ground.

She is shown holding a tube of the product for BOCA organic toothpastes while a number of onions can be seen on the desk.


People complained about this advertSWNS


CONTROVERSIAL: People complained about this advert for being ‘voyeuristic’


“Her parted legs facing an open window was sexually provocative”


Advertising Standards Authority

Two people complained to watchdogs about the ad and a subsequent investigation ruled that the “voyeurisitic” commercial seen in the Raconteur supplement – included in The Times newspaper – breached rules regarding “harm and offence”.

Sussex-based Croftscope Ltd, the makers of the toothpaste, said that the model in the ad was not naked.

This comes as a shoe ad was banned for being sexist.

And the firm claimed that, for some people, there was a “fine line between sexual objectification and the expression of sensuality”.

Raconteur Media Ltd stated that they did not believe that the image of the woman in the ad was “overtly sexual” as she was “mostly obscured” by the chair in the image, with only one leg being visible.

But the Advertising Standards Authority (ASA) banned the ad, and warned BOCA to ensure future advertising doesn’t “objectify” women.

An ASA spokesman said: “We noted BOCA’s comments that the model in the ad was not naked and acknowledged that the ad did not include explicit nudity.

“However, we considered that the way in which the model was depicted gave the impression that the model was fully nude.”

He continued: “We considered that the pose of the model, particularly given that she was shown as reclining with her parted legs facing an open window, was sexually provocative, giving the ad a voyeuristic feel.

“Furthermore, because the model’s face was not shown, we considered that the visible parts of her torso, including her lower portion of her breasts, and the lower half of her body became the visual emphasis of the ad, which was likely to draw readers’ attention.”

“We also considered that the nudity and the pose of the model, and the provocative nature of the ad, bore no relevance to the product,” the spokesman added.

“Because the ad placed visual emphasis on the model’s body in a sexualised manner and such nudity was unrelated to the product, we considered that the ad objectified the model depicted and invited readers to view her body as a sexual object.

“For those reason, we considered that the ad objectified women and concluded that it was likely to cause serious or widespread offence.”

Naked advert banned: ‘Sexual’ toothpaste pic involving onions axed Latest News

Source link

Naked advert banned: ‘Sexual’ toothpaste pic involving onions axed Latest News

512
loading...

Related Search

author
Author: