I seriously feel as though I need to take a shower after seeing this clip.
I have to applaud the British Advertising Standards Authority for banning these Lynx deodorant ads. The British watchdog has recently taken a strong stance against overt sexualisation in media – most recently, they banned this suggestive advertisement featuring Dakota Fanning.
Now, they have pulled a campaign for Lynx deodorant which features model Lucy Pinder flaunting her cleavage in a sequence of provocative poses. The campaigns were deemed to be demeaning to women.
Included in the campaign were ads which featured:
· Lucy in her underwear bending over an oven with text stating: “Can she make you lose control?”.
· A poster which featured a bikini-clad model taking a shower on a beach with straplines reading: “The Cleaner You Are The Dirtier You Get” and “Get Dirty This Summer”.
· And a series of videos.
In their ruling the ASA argued that, “We considered that the various activities that Ms Pinder carried out were presented in a sexually provocative way, and that alongside the focus on Ms Pinder’s cleavage … were likely to be seen as gratuitous and to objectify women… We therefore considered that the poster would be seen to make a link between purchasing the product and sex with women and in so doing would be seen to objectify women.”
The video is so blatantly sexual, we actually can’t stomach it. But if you absolutely HAVE to see it, then check it out on YouTube.
Do you agree with the ASA’s ruling? Are these ads degrading to women?
By: Zodidi Dano
Suggest a vote