The Tool Shop ad banned for objectifying women
The Advertising Standards Bureau has upheld a series of complaints made against an outdoor campaign that it depicts women as sex objects.
The campaign, for The Tool Shop, shows three women tradies next the line ‘Imagine all 3 at once? We can…’
The advertiser objected to the ruling, stating: ”The women are in no way dressed “provocatively” nor is the tag line referring to anything sexual. We also struggle to comprehend how this billboard in any way, shape or form could ‘suggest that women are sexual objects’.”
The ASB considered that the text was more likely to be read as a reference to having sex with all three women at once, rather than being able to purchase all three tools in one place.
Overall, the ad clearly presented the women as sexual objects to be purchased or used and did so in a manner that was demeaning to women, the ASB ruled.
The campaign will be removed by the beginning of August.
It seems the line between “crass” and “sexual objectification” remains blurry for the ASB.
I think it would be more of a punishment to the advertiser to leave it up as it’s an appalling piece of communication.
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@AdGrunt,
I agree. What a disgrace. Not only is it lowest common denominator stuff, it’s also confusing when you factor in the ‘candy store’ part. To me, it wasn’t immediately obvious if they sold tools or various types of eye candy (calendars of women like this) aimed at the Aussie male. Oh, and I’ve never seen ‘tradie’ spelled with a ‘y’ either.
Perhaps ‘The Tool Shop’ would be a great name for the creative agency that created this rubbish.
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Maybe should have said all 3 Tools at once!
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APN Outdoor,
Why the hell are you accepting puerile shit like this to run in the most public of forums? You’re not selling pages in a men’s mag… you’re selling outdoor space that’s visible to the general public.
The blokes at the tool shop probably don’t know any better. But you sure as hell should.
If you actually want your industry to be subjected to tighter advertising regulations, you’re going about it the right way.
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my husband stopped buying windsor smith shoes years ago when their billboard had that woman on the billbard. This is a good way to reduce your customer base!!
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Doesn’t it mean ‘Butch women are welcome to purchase their tools from our extensive selection, and also we have a handy room out the back for sex orgies’? Surely that’s what they’re saying, yes? I am so there.
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