Controversial Ad 2

News Group Newspapers Ltd - The Sun

Launched:
2007

Objective:
The Sun's "ten pence bikinis" campaign emerged on the side of buses to promote the price drop of papers to 20 pence.

Nature of controversy:
According to BBC News and WARC database, there were three types of complaints that came from viewers of this ad. These complaints are:

• Women being portrayed as sexual objects
• Inappropriate placement of ads (children could see them)
• Image was deemed "pornographic"

However, the Australian Standard of Advertising Bureau (ASA) did not withhold the advertisement itself due to the following arguments:

• It is not "overly sexual in nature"
• Amount of flesh revealed is no different to that of a bikini ad

Thus, "not seen as pornographic" nor will it "cause serious or widespread offence."

Personal opinion:
In general, the ads are appropriate to the public (especially in this modern generation). The complaints made by viewers towards the ads are unquestionably exaggerated and should not be taken into account.
After all, sex appeal in advertisements is becoming a norm due to its attention-grabbing capability. Therefore, I am in full support of the ASA's decision to continue with the publication of the ad.

References:

1. BBC NEWS UK - Top 10 most controversial ads. Retrieved 17 April, 2011, from http://news.bbc.co.uk/2/hi/uk_news/magazine/7373667.stm
2. Whiteside, S. (2008). Top ten most controversial ads of 2007. Retrieved from WARC database.