What happened with the 'Are You Beach Body Ready' advert?
What happened with the 'Are You
Beach Body Ready' advert?
The 'Are you beach body ready' advert was launched in April 2015 by a company called protein world.
The advert was promoting its protein shakes.
It was placed on billboards and in the London underground network. It was also launched in the USA and was placed on a massive billboard in New York.
There was a backlash by the public, particularly women, complaining about the message it was sending.
The company 'Dove' released its own version of the advert, as did 'Simply Be' and the posters were defaced in lots of stations.
Photographs of women of different sizes and shapes in bikinis appeared on social media sites next to the advert to protest about the poster.
The advertising standards agency received nearly 400 complaints.
The campaign caused a media frenzy. There were articles in almost all the newspapers and it was widely discussed and ridiculed on social media.
Audience pressure caused to be banned by the Mayor of London.
The ASA had to respond to complaints.
Social media sites (new media) meant that the word spread quickly. This is only possible since the internet and social media sites have been created. The backlash and anti-advert campaign would not have been possible 20 years ago.
The fact that two companies felt the need to come out with their own campaigns meant that their own products were shaped or informed by particular cultural influences, such as the work of other media producers.
The mayor, a father of two teenage daughters, warned the ads could 'demean' woman and encourage them to confirm to unrealistic or unhealthy body shapes.
He said 'nobody should feel pressurised, while they travel on the tube or bus, into unrealistic expectations surrounding their bodies and i want to send a clear message to the advertising industry about this.
The 'Are you beach body ready' advert was launched in April 2015 by a company called protein world.
The advert was promoting its protein shakes.
It was placed on billboards and in the London underground network. It was also launched in the USA and was placed on a massive billboard in New York.
There was a backlash by the public, particularly women, complaining about the message it was sending.
The company 'Dove' released its own version of the advert, as did 'Simply Be' and the posters were defaced in lots of stations.
Photographs of women of different sizes and shapes in bikinis appeared on social media sites next to the advert to protest about the poster.
The advertising standards agency received nearly 400 complaints.
The campaign caused a media frenzy. There were articles in almost all the newspapers and it was widely discussed and ridiculed on social media.
Audience pressure caused to be banned by the Mayor of London.
The ASA had to respond to complaints.
Social media sites (new media) meant that the word spread quickly. This is only possible since the internet and social media sites have been created. The backlash and anti-advert campaign would not have been possible 20 years ago.
The fact that two companies felt the need to come out with their own campaigns meant that their own products were shaped or informed by particular cultural influences, such as the work of other media producers.
The mayor, a father of two teenage daughters, warned the ads could 'demean' woman and encourage them to confirm to unrealistic or unhealthy body shapes.
He said 'nobody should feel pressurised, while they travel on the tube or bus, into unrealistic expectations surrounding their bodies and i want to send a clear message to the advertising industry about this.
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