Poor Beyonce, all she wanted to do was advertise "her" perfume "Heat". However, Nanny's chums from our old "friends" the Advertising Standards Authority (ASA) are not best pleased with her TV advert (watch it above).
As per usual with these things, a handful of people watched the advert and chose to be offended by it. I suspect that the people who tend to complain to ASA are in fact a hard core of "professional complainers", who deliberately seek out material that is "offensive" to them.
Anyhoo, the basis of their complaint this time was that the advert was shown during the day and had been seen by some children. Nanny's shrill screech:
"Won't someone think of the children?"
was exalted throughout the land.
ASA deemed that the advert is "sexually provocative", and "unsuitable to be seen by young children".
ASA have forbidden it from being shown before 7.30pm.
ASA said, and I have to say I am suppressing a snigger or two at the pomposity and nonsense within this:
"Beyonce's body movements and the camera's prolonged focus on shots of her dress slipping away to partially expose her breasts created a sexually provocative ad that was unsuitable to be seen by young children.
We considered that the ad should not have been shown before 7.30pm due to the sexually provocative nature of the imagery."
Here's why the ruling is bollocks:
1 ASA are somewhat out of touch with the "modern wired" age. Kids can access, and in fact do, far more lurid scenes on the internet.
2 Could it be that ASA, by commenting on the advert in this way, has now encouraged a whole host of kids to try to watch this "naughty" advert?
3 Could it be that those who created the advert had hoped that the handful of regular "professional complainers" would in fact complain, thus giving the advert and product greater publicity and making the video go "viral" on the web (eg I have posted the video here on my site)? ASA, I think, have fallen into a trap here.
I can't see the problem with the advert myself.
All I see is a lady wearing the sort of dress, usually worn by women (though I do live in Brighton:)), that is commonplace at parties and clubs any day of the week. (It does seem though that the airconditioning on the film set has broken down, as she looks a little hot).
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