Banned Adverts

The ASA (Advertising Standards Authority) are the people who make sure adverts are trustwrorthy for the consumer.

This is an advert i have been told to examine, it isan advert for the Dolce & Gabbana brand.

My inital thoughts on the advert is that it has a lot of connotation in it and it has a lot of sexual prowess. It attempts to play on the attractiveness of one gender to another.
It appears there are some strong sexist vibes coming from this advert such as themen surrounding the woman and one of them pinning her to the ground, this shows male dominence.
This advert was banned because it promotes violence towards women as the woman is being pinned down and it appears asthough she is about to be raped.


This advertisment for Zazoo condoms was also banned, i think the advert was banned because people found it offencive as the child is already grown, children of around that age could see the advert and parents who may have children around the age of the child in the advert may be discustedbecause they love their child and the advert suggests regret and neglection.
I personally enjoyed the advert and found it amusing, the advert in my opinion would have been succesful and may have helped stopunderage pregnancies because it is much better and straight to the point than most other condom adverts and people wouldnt like to be the parent.

Here are 5 BCAP rules i believe the advert is breaching:

5.2 Advertisements must not condone, encourage or unreasonably feature behaviour
that could be dangerous for children to emulate. Advertisements must not implicitly or
explicitly discredit established safety guidelines. Advertisements must not condone,
encourage or feature children going off alone or with strangers.

4.10 Advertisements must not distress the audience without justifiable reason. Advertisements
must not exploit the audience’s fears or superstitions.

11.11.3 Television only – Advertisements for commercial post-conception advice
services offering individual advice on personal problems are not acceptable.

15.10 Advertisements must not denigrate the beliefs of others.

15.12 Advertisements must not exploit the hopes or fears of the vulnerable. The elderly, the sick
and the bereaved should be regarded as especially vulnerable.

Here are 5 Ofcom codes that i believe the advert is breaching:

1.1 Material that might seriously impair the physical, mental or moral development of people under eighteen must not be broadcast.

1.13 Dangerous behaviour, or the portrayal of dangerous behaviour, that is likely to be easily imitable by children in a manner that is harmful

4.2 The religious views and beliefs of those belonging to a particular religion or religious denomination must not be subject to abusive treatment.

7.1 Broadcasters must avoid unjust or unfair treatment of individuals or organisations in programmes.

1.12 Violence, whether verbal or physical, that is easily imitable by children in a manner that is harmful or dangerous