Honey Birdette and the changing attitudes to sex in advertising
RMIT University lecturer Lauren Gurrieri considers what Honey Birdette’s endless ASB rulings mean for the old adage ‘sex sells’ in this crossposting from The Conversation.
Lingerie company Honey Birdette has been accused of “sexualising women” and its current storefront advertising campaign in suburban Australian shopping centres is described as depicting “soft porn”.
This latest scandal for the brand highlights the growing tension about the standards of sexual depiction considered acceptable in advertising.
Advertising in Australia is governed by a self-regulatory system in which a variety of codes are administered by the Advertising Standards Board. The board claims to represent community standards by appointing board members that represent a diverse cross-section of Australian society.
The storefront campaign at Westfield Doncaster currently depicts Santa lying on his back with one of the lingerie models mounting him. Meanwhile, less than 50 metres away, the live Westfield Santa is posing for photographs with small children on his lap. Ugh.
I am no prude, but these adverts are top shelf material.