12 Julio 2017 13:52
Women's crotches dancing to music... What could be offensive about that?When will brands learn? We are (luckily!) starting to see gender equality and the de-sexualisation of women as a cultural must in the public sphere, even if companies still try and backtrack on all the progress made. If you remember the London underground ‘Are you beach ready?’ posters, you’ll understand that it often doesn’t end well, though.
Now, shaving company Femfresh has overstepped the sexist line by releasing an advert for bikini line hair removal products, which has been subsequently banned by the Advertising Standards Agency (ASA) for its likeliness to cause ‘serious or widespread offence’.The advert in question sees women wearing nothing but extremely high-cut briefs and swimwear, dancing to music, while the camera zooms in on their crotch intermittently. And Femfresh wonder why the ad has been pulled?
[caption id="attachment_4806" align="aligncenter" width="483"] Femfresh[/caption]Aired on ITV and Channel 4 on-demand services at the beginning of this year, the ASA received 17 complaints by viewers who said the advert objectified women’s bodies and depicted them in an overly-sexualised way. Unsurprisingly, Church & Dwight UK, the brand that owns Femfresh, rejected such claims. They argued the ‘intimate shaving collection’ - which is marketed to 18 to 35-year-old women - was not socially irresponsible and close-ups were merely a way of showing the product’s effectiveness. Both Channel 4 and ITV stood by the company and agreed the ad did not objectify women. *sigh* But, heroes of this tale, the ASA, were having absolutely none of it. The UK regulator argued that the dance choreography was ‘highly-sexualised’, shots of the women’s faces were almost absent, and the high-cut swimsuits were ‘more exposing’ than most. "Even taking into account the nature of the product, we considered that it had been presented in an overly-sexualised way that objectified women,’ the ASA said. ‘We concluded that the ad was likely to cause serious or widespread offence and therefore breached the code.' A small victory for women!