Skip to main content

Jigsaw advert banned for ‘objectifying’ women

// An advert for fashion retailer Jigsaw has been banned for ‘objectifying’ women
// The ASA deemed it was “likely to cause serious offence”

An advert for fashion retailer Jigsaw that featured a model climbing over a fence in her underwear has been banned for ‘objectifying’ women.

The advert was deemed as being “likely to cause serious offence” by the Advertising Standards Authority (ASA) following two complaints about the ad, for being offensive and irresponsible.

As part of a wider email marketing campaign titled “Into the Woods”, the advert for Jigsaw’s AW21 collection highlighted social activities in nature. The advert in question – which ran in September this year – included the subject line, “These boots were made for walking”.

However, the ad presented an image from that campaign in isolation and was assessed as such. It included a picture of a woman climbing over a fence wearing a jumper, with just boots and underwear on her bottom half.

The Advertising Standards Authority (ASA) pointed out that: “The model’s face was not visible and, given its focus on the model’s exposed buttocks and upper legs…  the low-angle nature of the image gave it a voyeuristic feel.”

Read more: Jigsaw sales plunge by £31m amid Covid pandemic

Because of this, the ASA considered there was a sexually suggestive element to the image, adding that her partial nudity was further highlighted as she was dressed in a way which was out of context with her surroundings.

“For those reasons we considered that the ad objectified the model depicted and invited readers to view her body as a sexual object,” the watchdog continued.

“Because the ad objectified and stereotyped women as sexual objects, we concluded that it was irresponsible and likely to cause serious offence.”

The ASA ruled that the ad must not appear again in its current form. It also told Jigsaw to “ensure that future advertising did not cause serious offence by objectifying women.”

Robinson Webster, trading as Jigsaw, said the image was part of an artistic series created as a celebration of reconnecting with nature, enjoying time with friends and the freedom of self-expression.

Jigsaw also said the advert was created by an all-female team and “came from a place of celebration and freedom”. It stated that no other body parts were exposed because the focus was on the product (the boots).

Jigsaw said they understood that seeing the image in isolation and without the wider context might have led to it being perceived in a different way, which was not their intention. They agreed to withdraw the image from any future ads.

Click here to sign up to Retail Gazette‘s free daily email newsletter

The post Jigsaw advert banned for ‘objectifying’ women appeared first on Retail Gazette.



from Retail Gazette https://ift.tt/3yOdxAK
via IFTTT
Labels:

Comments

Post a Comment

Popular posts from this blog

Eagle Labs launches impirica CBD brand

ST. PETERSBURG, Fla. — Eagle Labs has launched impirica, a new brand of CBD intended to eliminate consumer fear, and increase confidence, in trying the exciting new cannabidiol category. Michael Law Although most Americans have now heard about CBD, many are very confused and concerned about product quality. This is inhibiting trial in the category and holding back conversion into sales. In fact, a 2017 study by Johns Hopkins University found that two out of three CBD products on the shelf did not contain the amount of CBD reflected on the label. Furthermore, in 2018 and 2019, the FDA sent notices to a substantial number of CBD manufacturers advising them of serious concerns about product quality or egregious medical claims. The impirica brand looks different than most CBD brands — the brand name itself connotes testing and trust, says Eagle Labs chief commercial officer Michael Law. “It doesn’t use the traditional category colors of browns and greens, and you won’t find a hemp...
70 comments
Read more

Sagar Daryani, CEO and Co-founder – Wow! Momo & Saga: From a Kiosk to a Kingdom

Sagar Daryani’s entrepreneurial odyssey from humble beginnings to pioneering success has redefined the landscape of food startups in India. Co-founding Wow! Momo, he has spearheaded the growth of the largest indigenous QSR chain in the country, crafting a remarkable saga of triumph The Genesis: A Visionary Venture Takes Root In 2008, armed with a mere Rs. 30,000 and boundless ambition, Sagar Daryani and Binod Homagai embarked on their entrepreneurial journey while still pursuing their graduation in B.Com Hons from St. Xavier’s College, Kolkata, even before their college results were out. They knew the value for money and boot-strapped to plough back profits and grow their venture. Sagar spearheaded brand expansion, brand creation, and marketing and retail operations. Grew across the city with a strong consumer focus. The early days were hard but keeping track of the money flow was even harder. Believing in the concept of ‘1 rupee saved is 5 rupees earned’, and the lessons they lear...
1 comment
Read more

Homegrown ice cream chain HOCCO to open 250 stores, eyes Rs 400 crore by FY26

Ankit Chona, Founder and Managing Director of HOCCO, delves into the company’s revenue model, growth strategies, and vision for the future… Bengaluru: HOCCO (House of Chonas Collaborative) , the Ahmedabad-based ice cream and quick-service restaurant (QSR) chain, boasts a rich legacy spanning over 70 years, with roots tracing back to pre-independence India. The Chona family has been deeply entrenched in the food industry since 1944, originally operating in undivided Pakistan. Following the Partition, Satish Chona , an engineer with British Overseas Airways Corporation, relocated from Karachi to India. After journeying through multiple cities, he ultimately settled in Ahmedabad, where he established his first QSR outlet in 1953. Three decades later, he expanded into the casual dining segment, launching a restaurant in Baroda while continuing the family’s ice cream manufacturing business. However, in 2017, the company sold its ice cream division to a South Korean firm, shifting its fo...
Post a Comment
Read more