Much publicity was generated by the billboards of the lingerie brand Sapph: Less Dress to impress. The very slim photomodels have been photoshopped, giving them a super-perfect look, like the shapes of a Barbie puppet. Several passers-by thought of such advertising as giving a wrong example to young women and men. Therefore, complaints were filed at the Advertising Code Commission, stating that the manipulation of such models is harmful to the youth. Indeed, many women will realise that there own appearance is far from that of the girls in the Sapph advertising. Such images confirm the societal 'ideal' standard, which in practice is rarely achieved. However, this will not invoke a violation of the regulations. The Advertising Code Commission ruled that photoshopping as such is common practice in advertising and that the public is well-aware of this technique. It all serves only one goal: to sell the product and that is allowed. Moreover, according to the Advertising Code Commission it is not likely that the advertisement is violating the mental and/or physical health. Anyone who wishes to change this kind of advertisements and the underlying perceptions and attitudes will have to find other ways.
Ebba Hoogenraad
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office Emerald House Jozef Israëlskade 48-G Amsterdam, the Netherlands t +31 (0)20 - 305 3066 www.hoogenhaak.nl |
post PO Box 76780 1070 KB Amsterdam e info@hoogenhaak.nl f +31 (0)20 - 305 3069 chamber of commerce 34314579 |
Much publicity was generated by the billboards of the lingerie brand Sapph: Less Dress to impress. The very slim photomodels have been photoshopped, giving them a super-perfect look, like the shapes of a Barbie puppet. Several passers-by thought of such advertising as giving a wrong example to young women and men. Therefore, complaints were filed at the Advertising Code Commission, stating that the manipulation of such models is harmful to the youth. Indeed, many women will realise that there own appearance is far from that of the girls in the Sapph advertising. Such images confirm the societal 'ideal' standard, which in practice is rarely achieved. However, this will not invoke a violation of the regulations. The Advertising Code Commission ruled that photoshopping as such is common practice in advertising and that the public is well-aware of this technique. It all serves only one goal: to sell the product and that is allowed. Moreover, according to the Advertising Code Commission it is not likely that the advertisement is violating the mental and/or physical health. Anyone who wishes to change this kind of advertisements and the underlying perceptions and attitudes will have to find other ways.
Ebba Hoogenraad