Adidas ad designed to empower women is banned for committing “widespread crimes”

19 May, 2022 | admin | No Comments

Adidas ad designed to empower women is banned for committing “widespread crimes”

Adidas ad designed to empower women is banned for committing "widespread crimes"
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  • This advertisement was first released in February.

    Back in February, sports brand Adidas launched its new sports bra campaign, which features an all-inclusive ad designed to empower women and highlight that every body is different.

    Yet today, the UK’s Advertising Standards Authority (ASA) has banned the ad after receiving 24 complaints about nudity in the ad.

    Of those who complained, they said it was inappropriate, that the nudity was “unnecessary”, and that it was “reduced”. [women] body parts.”

    The ad, initially posted on social media at the beginning of the year, featured the breasts of 20 different women and was intended to convey that it is normal for breasts to come in different sizes, shapes and skin colours.

    The initial ad read: “We believe that women’s breasts of all shapes and sizes deserve support and comfort – which is why our new sports bra range includes 43 styles, so everyone can find the perfect fit for them. “

    Promoting the new Adidas bra range—which, like above, has 43 completely different styles to suit every need—two identical ads were posted showing women 62 and 64 and their breasts. An attached slogan read: “The reasons we didn’t just make a new sports bra.”

    Defending the ad, an Adidas representative said that the ad “reflects and celebrates a variety of shapes and sizes, reflects diversity, and demonstrates why tailored support bra [are] Necessary.”

    He also said that the photo was taken with the consent of all the women who appeared.

    Investigating the incident, Twitter, where the ads were posted, said the content did not violate the site’s content policy.

    He continued: “Adidas did not consider the ad to be sexual; they only intended to show breasts as part of a woman’s body.”

    That said, he lamented that “there is always a risk associated with the use of nudity in commercial advertising, especially in untargeted locations.”

    People called the ban ridiculous, with one Twitter user, Zane, sharing: “By banning the @adidas bra ad to show women’s breasts, @ASA_UK itself is perpetuating the sexualization and objectification of women’s bodies. It’s offensive is.”

    Medical doctor Stephanie Rutherford said: “As a breast doctor, I think the world needs to know what normal breasts look like. This advertising should be celebrated and not banned. Not sexually exploitative or objectionable to women. @adidas.”

    Nevertheless, the ads have now been banned, with the ASA commenting: “While we did not believe that the way the women were depicted was sexually explicit or opposed, we did believe that the nude The depiction of breasts could be seen as explicit nudity.”

    “We recognized that the image was not suitable for use in untargeted media – particularly where it could be viewed by children – and concluded that[the posters]were inappropriately targeted, and likely to cause widespread crime. “

    He further commented that the ads were not in line with the typical type of content Adidas shared on his Twitter account.

    As a health editor who writes stories every month about breast cancer, self love and the gender pay gap, I think it’s ridiculous that advertising has been banned. If we can’t celebrate the female form Without Photoshop or retouching, then we have a problem.

    I truly believe the purpose of this ad was to empower women and highlight that every body is different, encouraging you to celebrate yourself and making sure you’re wearing the right support during each workout. .

    Not to mention the fact that the ASA says the ad has committed a “widespread crime” despite only receiving 24 complaints.

    Nobody has a problem with the barrage of half-naked male-led commercials we regularly see—Calvin Klein, I’m looking at you—which also makes it hypocritical.

    what do you reckon? Should the advertisement have been banned?

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