“The advertisement discovered today really shocked me.” And: “This is the height of tastelessness.” The accusation that has now prompted an Austrian supermarket chain to ban and delete the scene from the TV commercial: sexism! And what can you see in the video? A man dances towards a woman.
The Advertising Council received a total of five complaints about the spot. And they read something like this: “For the past few days, usually before the main evening program, there has been a commercial that I would describe as extremely sexist and the height of tastelessness. In the final scene, a dancer approaches a woman playing the guitar and rubs his bottom against her thigh, like a dog marking its territory, while pushing up her dress.
Another complaint: “How should I explain to my children what he is doing and what his thoughts are? Today, such advertising is no longer necessary.” Even the AMS equal opportunities officer spoke out and complained about the “stereotypical division of roles”, “the outdated male fantasy” and the “clearly over-sexualized representation of the female gender”.
The Advertising Council ruled: “The company in question responded immediately after we contacted us and changed the advertising campaign in question (the last order was adjusted). The commercial in question will no longer be shown. Our complaints procedure does not provide for further handling of the complaint if the company withdraws or changes an advertising measure.“
When asked by Krone, the supermarket chain itself explained: “There was no discriminatory ulterior motive in designing this advertising measure. However, due to the notification we received from the Advertising Council, we noticed that we have used a visual subject in a misleading manner in this TV commercial, which we very much regret. For this reason, we immediately changed the order in question and will only play at the adjusted location.”
In short: it worked.
Source: Krone
I am Wallace Jones, an experienced journalist. I specialize in writing for the world section of Today Times Live. With over a decade of experience, I have developed an eye for detail when it comes to reporting on local and global stories. My passion lies in uncovering the truth through my investigative skills and creating thought-provoking content that resonates with readers worldwide.
