A follow-up on a post from June 2009 about sex in advertising.
It referred to a survey by Léger Marketing that asked Canadians about whether there is too much sex in advertising.
Quebeckers were least likely to say that there is too much sex in advertising.
This brings me to the news that the appropriately named perfume “Heat” by Beyoncé Knowles has sparked several complaints and has been banned from daytime airing in the U.K. The UK’s Advertising Standards Authority ruled that “although we considered that the ad was unlikely to be harmful to adults or older children, we considered that Beyoncé'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.”
Quebeckers might be more tolerant of sex in advertising. However, they’re also least tolerant of advertising to children – it’s banned. While the Beyoncé spot isn’t aimed at kids under 13 and doesn’t promote a children product, I wonder how the ASC and broadcasters in Québec would respond to complaints about a dress slipping away to partially expose breasts.
Here’s the spot.(And in case it isn’t obvious, this post is just an excuse to drive traffic to this blog with the word “sexy” in the title).
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