Sex sex sex sex sex. Offended yet?

The Focus – December 26th, 2007 by Sarah

I’ve just finished reading an article about the most offensive television advertisements of 2007 (check out www.smh.com.au). According to the Advertising Standards Bureau, an ad for Nando’s chicken which depicted a pole-dancing mum brought in the most complaints, followed in no particular order by an animated ad for an energy drink which featured old people having sex, the car ad where a toddler drives and those RTA advertisements with the finger-wiggle.

Is it just me, or is there a pattern here? It seems that we Aussies are a fairly sexually conservative bunch. Actually, I’m willing to take that one step further and suggest we might even be a bit prude. We don’t like thinking about our mums engaging in racy activities, the idea of old people having sex makes us feel queasy and challenging a guy’s manhood is perhaps the biggest insult of all.

Interesting…

Turns out there is actually evidence to back up this observation of mine. The Advertising Standards Bureau recently conducted some research to make sure the decisions they made in relation to what is acceptable in advertising and what is not is actually in line with the general attitude of the community (no, I’m not really sure which community they are referring to. I can only assume they mean the Australian community, in which case I object as I was never asked to offer my opinion on the matter). Sure enough, it was found that Australians are generally pretty offended by sexual images and nudity in advertising, but pretty ok with ads being politically incorrect as long as there is humour involved. Typical.

I have to say I’m confused. Here I was thinking that the success of the media industry was largely built on sex, but it turns out we’re actually all really offended by all the innuendo and the numerous attractive people gracing our screens in various states of undress and arousal. If that’s genuinely the case, I’m surprised anyone sells anything.

Dear Advertising Standards Bureau,

I shan’t be purchasing any underwear from that marvellous new Bonds range, as I am seriously offended and insulted by all those young, sexy women dancing around in them to that racy music on the television. I am going to tell all my friends how disgusted I am and none of us will buy Bonds underwear ever again. The people at Bonds should be ashamed. And while I’m writing, I would also like you to pull that advertisment for Dodo Internet. That woman prancing around with no clothes on can’t be doing anything to promote sales.

Sincerely,

Concerned Watcher of Television

Give me a break.

The reality of the situation is that it isn’t the conventional portrayals of sexuality and nudity that bother viewers, it’s having to watch anything other than the standard hot babe in the bikini, or the guy with the rippling abs that seems to spark some irritation. Anything that is vaguely realistic just aint cool. Challenging traditional gender roles is also a definite no-no.

So advertisers, do not despair. You can still present us with your glistening perspective of life where everyone is attractive, housewives wear aprons and dazzling yet understanding smiles and all men are either tradies with a heart of gold or suit-wearers with hearts of stone. Just leave out the old people getting off and the women whose breasts are smaller than a C cup.

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advertising, Advertising Standards Bureau, Bonds, conservatism, Dodo, Nando's, nudity, offensive ads, sexism, television

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