You can agree or not, but in most cases, sex sells – especially if it lures the consumer by its intrigue and luxury «beautiful shots». This technique works well for advertising fashion brands, jewelry and even food. However, when you use such content in ads resonance arises: there are those whom it offends. Even among the marketers themselves, there are people who can not tolerate such PR stunt. You all know that terrible word: sexism. We suggest to consider a number of new cases (mostly 2016), but how to treat them – you decide for yourself. Actually, they are not only about sexism. Here and hodgepodge of misogyny and social stamps, etc.



Most recently, the German company of lingerie has released a new ad campaign «The Blush Course Integration». Here is an excerpt from their press notes: «Germany took (in) more than 1 million refugees in 2015 – mostly from Muslim countries. Is it a threat to female equality and women’s liberation? Blush is offering the Blush Course Integration». Well, what thoughts do you have on this? Someone might say that this ad is too focused on Muslim women. For some, it is discrediting Islamic culture and practices. Actually, very few people like to be taught, especially when it comes to morals and ideology. We suggest you look at the image of the advertisement, and you decide how much it is «wrong». The campaign, by the way, is developed by creative director Johannes Krempl.

Advertising Sexism_ Blush



GAP new advertising campaign showed the young boy kitted out in an Einstein t-shirt, with text beside him reading:  «The Little Scholar: Your future starts here», while the girl near is wearing a cream jumper and kitten ear headband with the accompanying strapline stating:  «The Social Butterfly: Chambray shirts + logo sweaters are the talk of the playground».  The campaign provoked a strong and mixed reactions among Twitter users. Many accused GAP of sexism; that they put social stamps on children. «Boys = Einstein, girls = glittery party time». Others even saw a double meaning in the misspelled ‘Einstein’ on boy’s T-shirt, correlating it with the slogan «scholar».

Advertising Sexism_ GAP



In this ad the whole point is in the dialogue.

Old Man: «How about ‘I’m not married, who’s going to do my taxes?’»

Less Old Man: «Darrin, this isn’t 1950. We need to be more passive aggressive, more fake positive, more backhanded complimentary …»

A little math to you in post, friends. Thumbs up if you understand it.


Legal Sea Foods, USA

Legal Sea Foods likes to create edgy ad campaigns. In July the northeast seafood chain and the New York advertising firm Devito/Verdi have upset people with its ad in the Boston Globe again. The restaurant placed a full-page ad featuring restaurant CEO Roger Berkowitz and a picture of presumptive Democratic presidential nominee Hillary Clinton. Berkowitz explained that he knew the Clinton ad would provoke a response, but he did not want «the kneejerk vehemence».

Advertising Sexism_ Legal See Foods

Roger Berkowitz also said: «…the common perception of Hillary is that she’s a little bit cold, not exactly warm and fuzzy. This was a way for us to say OK, she’s a little cold, let’s do something with sushi. It is absolutely not politically motivated». Many people found this advertising misogynistic. But how Mark Duffy wrote: «Please. This is one great photo of Hillary!».


I Love Ugly, New Zealand

Fast forward a year ago. This advertisement from 2015. And it literally infuriated ardent feminists. Men’s jeweler «I Love Ugly» presented its collection of rings by placing them on male hands on female bodies. Someone might say that this campaign was «gross», «sexist», and that it «objectified to women». But someone will see in this contemporary art and would say that it celebrated women. Like, «nothing can compare with the beauty of the female body curves». Either way, there will always be two camps, two views of the world, if you want.

Advertising Sexism_ I Love Ugly


Sprite (Coca-Cola’s)

Finally, advertising by Coca-Cola in 2016. Sprite had hoped its latest ad would be «brutally refreshing». Lines include «She’s seen more ceilings than Michelangelo», «You’re not popular… you’re easy», and «A 2 at 10 is a 10 at 2». Instead, it provoked a brutal response from consumers. Social media users accused campaign in «sexisms» and «misogyny». Twitter has literally blown up with posts with photos of carbonated beverage labels and distracting comments.


Advertising Sexism_ Sprite

Coca-Cola apologized for this: «We apologise for any offence caused by the #BrutallyRefreshing Sprite campaign in Ireland, and we have removed the advert in question. We strive to deliver the highest standards of advertising, and we recognize that on this occasion the content did not meet our, or our consumers’, expectations. The campaign has now ended, and the advert will not appear again».

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