When I read news.com article – “Bras N Things forced to pull Playboy lingerie ad after complaints it resembled ‘amateur porn” I couldn’t help but wonder, what is the world coming to?! If you haven’t seen the ad, I have attached the clip above for your perusal and so that you can contribute to this discussion.
The video features 2011 Australia’s Next Model contestant, Simone Holtznagel, posing in several outfits for Bras’n’Things Playboy range. She is having fun in her change room trying on different lingerie, smiling, being a little flirty and having fun. She exudes nothing more than confidence as she changes from one piece of lingerie to another. But to think it resembled pornography… really?
According to the Advertising Standards Bureau not everyone appreciated the video playing on a large screen in the window of BrasNThings at the Westfield Doncaster store. Talking to the bureau today I was able to find out that more than one complaint was made and that the complaints included the following information –
* They were not merely modelling the underwear, they were moving suggestively, gyrating and looking lasciviously at the camera – like a very amateur porn movie. It was a demeaning and embarrassing display.
* This was in an ordinary public place, with children and families there, why should they be confronted with it in a shopping mall. It was vulgar, unsuitable for the young and simply demeaning for any woman walking past.
* The display was on a large screen so seeing it was unavoidable.
Bras’n’Things responded saying “The video advertisement is playing on digital screens in our store window in limited stores. There is no sound with the video, it is imagery only.” The company addressed the Advertiser Code of Ethics saying “We do not believe that this video discriminates or vilifies in any way. We do not believe that this video is degrading or exploitative in any way. There is no violence depicted in this video.” The full response can be read HERE.
The Board noted the complainants concerns that the advertisement was a demeaning display of a woman modelling underwear and was akin to an amateur porn movie and despite Bras’n’Things good intentions the board considered that “the manner in which the lingerie is modelled by woman is sexualised. That the silent, moving image draws the eye of passers-by. The Board noted the video depicts a model moving around and considered that the model is stroking her hair and moving her body suggestively and that this amounts to a sexualised impact. The Board considered that as the video image contains no branding of the shop or the particular line of lingerie there is a more sexualised impact of the material as the focus is on the woman’s body rather than on what she is wearing.”
After reading the online report I watched the clip a few more times. Does it really look like an ‘amateur porn movie’? I honestly don’t think it does. Is she flirting with the camera? Yes, but is she selling sex, or is she simply selling how confident women feel wearing lingerie? What do women do when they are trying on lingerie, they are checking themselves out in the mirror… I do. I think about what my boobs look like and if they are going to fall out. See what my butt looks like, if the clothing compliments my figure. When I think I look good, I have even done a little twirl and a booty shake 😉
That said, should the ad be played in the front window of it’s stores? With the amount of boob shots, maybe not. Am I a prude – most definitely not 😉 however some of the clips in the video are a little provocative. Yes she is flirting, playing with her hair and winking at the camera but it might be a little bit much for a front window in a major metropolitan mall. Do I have a problem with it? No, but its obvious some do. I have to wonder why only Bras’n’Things have received complaints. Victorias Secret stores in Australia have videos playing inside showcasing their latest runway shows. Without doors or walls the videos can easily be seen to passersby, and these girls are having far more fun than Simone Holtznagel.
I want to know what you think. Do you approve of the ad? Do you think it looks like ‘amateur porn’ and do you agree with the findings made by the Advertising Standards Bureau? Leave your comments below. Oh, and in case you are wondering, the Playboy Range is still valuable at Bras’n’Things.
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