SUBMITTED BY: ESTOPIN,SAMANTHA R.
SECTION: ZGE-1105-PSIA
SUBMITTED TO: DR. ROMY MARTIN
SCORE:
Assignment #2
September 25, 2023
International Banned Advertisement
Why are commercials offensive sometimes?
Exploiting sensitive problems for the express aim of marketing a product is offensive. This is the case
with commercials that take advantage of sensitive social, political, religious, and sexual
circumstances. When offensive advertising methods become the standard, society grows hardened to
what is obscene and indecent. When turning on the television or flipping through a magazine, the
audience should be free to choose what they don't want to view.
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IMITATION OF NEGOTIATION OF
THE VOYAGE OF MAGELLAN
EXPLANATION:
In the EQ Diaper ad, Ferdinand Magellan and Lapu-Lapu have a fictitious meeting when the
Spaniards arrive on Mactan Island. In the commercial, Magellan shows his friendliness by giving
Lapu-Lapu's youngsters a package of subpar diapers. Lapu-Lapu's wife objects to the diapers,
though, and offers EQ Diapers, suggesting that they are of higher quality. Lapu-Lapu challenges
Magellan to a fight at Mactan after feeling offended by his action.Even though ads frequently
exaggerate historical facts to fascinate viewers, it is important to think about the possible
repercussions of doing so.However, when aimed towards sensitive young minds, the use of
comedy and the misrepresentation of historical facts might have unexpected repercussions.
Many people consider the commercial's trivialization of the Battle of Mactan, a crucial moment in
Philippine history, to be an insult to one of its most respected figures. The commercial trivializes
Lapu-Lapu's bravery and valor by portraying him as someone who is only driven by a
disagreement about diaper quality.
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‘’BEFORE & AFTER DOVE’’ (2017)
EXPLANATION:
Dove has always been a proponent of body positivity and inclusivity, sponsoring advertisements that
challenge conventional beauty standards;women of all shapes, sizes, and skin tones and embrace
different images of female beauty.However,dove's offensive advertising, which ran as a print campaign
in 2017, included a series of photos of a dark-skinned lady lowering her top, only to be replaced with a
light-skinned woman. This ill-advised marketing campaign provoked significant controversy since it
appeared to favor lighter skin tones and promote the disturbing concept that lighter skin is somehow
more desirable. It became clear that many people were seriously offended by the offensive
representation in the campaign when the hashtag #BoycottDove started trending on Twitter. The
response resulted from the fact that it appeared to support colorism, a type of prejudice based on skin
tone that has long afflicted communities all over the world. Since the advertisement echoed harmful
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societal myths that are frequently prevalent, many people saw it as supporting the notion that having
fairer complexion makes one superior.
‘’BETTER KOOL-AID’’
(HACIENDA 2011) “
EXPLANATION:
Advertising's capacity to grab attention and sway opinion is what gives it power. But for the purpose of
moral advertising, there are some lines that should never be crossed. A recent billboard commercial
for the Hacienda restaurant that made reference to the terrible Jonestown cult suicide in 1978 is a
perfect illustration of how marketing campaigns can go horribly wrong. Moreover, The Hacienda
restaurant's billboard received criticism primarily because it was insensitive to the Jonestown disaster
victims and their bereaved relatives. In addition to being in poor taste, depicting or making reference
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to heinous historical occurrences like mass suicides in advertisements is also extremely insulting to
individuals who have suffered as a result of such catastrophes. Advertisers must distinguish between
cutting-edge marketing tactics and flagrant contempt for cultural norms.
‘’SUBMIT TO TEMPTATION’’
(ANTONIO
FEDERICI 2011)
EXPLANATION:
The ice cream manufacturer Antonio Federici made
an effort to attract notice and conversation with its
unique and contentious commercials. In one of their
famed advertisements, a nun and a priest were seen having'sexy time' with their dessert. These
advertisements openly combined religious iconography with sexual overtones, which infuriated a
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number of organizations, including the Church.On the other hand,the inappropriateness and
disrespect was Antonio Federici's foolish effort to include sex and religion in their ice cream
advertisements. They incited massive uproar within religious groups by using provocative images and
ignoring the sacredness of religious symbols. To sum up, the subsequent prohibition on these
advertisements shows that society understands the need to safeguard religious feelings and beliefs
from commercial abuse. Companies must put ethical issues first when developing marketing
initiatives, respecting cultural and religious components with the deference they require.
‘’ Too thin but crispy ‘’
(Pretzel Chips 2010)
EXPLANATION:
Pretzel Crisps' advertising strategy unintentionally downplayed how severe eating problems are. It's
possible to perceive the usage of visual clues and clever phrases like "Thin & Crispy" as supporting
unfavorable societal standards around body image. It is critical for businesses to be attentive and
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aware of the possible consequences of their marketing efforts given the prevalence of eating disorders
and the growing emphasis on encouraging body positivity. A considerable pushback to the Pretzel
Crisps ad was evident in the public response on social media channels, especially on Twitter. Users
expressed their worries and described how the adverts brought back painful memories and feelings
for individuals who have struggled with eating disorders or have firsthand experiences with them. The
campaign's insensitivity as well as the perpetuation of negative stereotypes and societal pressures
were the dominant opinions.
REFERENCES:
Distorting History . (2013, April 12). inquiry.net.
https://newsinfo.inquirer.net/389735/diaper-ad-slammed-for-distorting-history
Gianatasio, D. (2011, February 22). Hacienda’s Jonestown Billboard Snuffed Out. Retrieved from,
https://www.adweek.com/creativity/haciendas-jonestown-billboard-snuffed-out-127039/
Wootson, C. (2017, October 9). A Dove Ad Showed a Black Woman Turning Herself White. The
Backlash is Growing. Retrieved from,
https://www.washingtonpost.com/news/business/wp/2017/10/08/dove-ad-that-shows-a-blackwoman-turning-herself-white-sparks-consumer-backlash/
Clean Cut Media. (2010, September 8). Pretzel Crisp Says “You Can Never Be Too Thin.”
Retrieved from,
https://cleancutmedia.com/advertising/pretzel-crisp-says-you-can-never-be-too-thin
BBC News. (2010, September 15). Pregnant Nun Ice Cream Advert Banned for ‘Mockery’.
Retrieved from
,https://www.bbc.com/news/uk-11300552
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