Wednesday, November 23, 2011
"Degrading" Lynx ads banned in UK
According to Adfreak, a series of online ads for Lynx (Axe) deodorant have been banned by the UK's ad authority for implying that "using the advertised product would lead to more uninhibited sexual behaviour" and concluded, "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."
While I find the ads juvenile and tasteless, I'm not sure I buy the ASA definition of how women are objectified in the ads. For example, in the ad above there is no doubt in my mind that the model, Lucy Pinder, is being sexually objectified. But I don't think it's Lynx's laughable claim that it will get you laid by ladmag models that does it. It's the way the model presents her T&A to the camera with a porno stare, with the joke about premature ejaculation. (Which I find pretty funny, given the youthful target market.)
I'm sure anti-rape groups will also be outraged at the implication that it's okay for a man to "lose control" when he sees a woman sexualized like this. But in context of the other ads in the campaign, the pun is made more clear:
I just find the ads irresponsible and degrading to their young male masturbathlete target market as they are to the model (who is at least getting paid). But I still think banning them is the wrong idea. Better to just expose this crap for what it is — lazy, sexist advertising.