The Advertising Standards Authority (ASA) is the UK’s independent advertising regulator. The ASA makes sure ads across UK media stick to the advertising rules (the Advertising Codes).
The Committee of Advertising Practice (CAP) is the sister organisation of the ASA and is responsible for writing the Advertising Codes. The ASA and CAP are committed to regulating in a way that is transparent, proportionate, targeted, evidence-based, consistent and accountable.
Source: Advertising Standards Authority
Case Study 1: An Analysis of Cadbury's Flake adverts from 1950 to today regarding sexualised imagery.
Cadbury's Flake advertisements have been known for their unique and often sensual approach to marketing the chocolate bar. The use of sexualised imagery in Flake commercials has been a prominent and consistent theme since the 1950s, and it has evolved over the years. Here's a general analysis of how these advertisements have changed from the 1950s to today in terms of sexualised content:
1950s-1960s:
The early Flake advertisements from the 1950s and 1960s were relatively subtle in their use of sexualised imagery. They often featured elegant, sophisticated women sensually enjoying the chocolate. The focus was on the indulgence and pleasure of eating a Flake rather than explicit sexual suggestions.
1970s-1980s:
During this period, the sexualised imagery in Flake's adverts became more overt. The iconic "Crumbliest, Flakiest Chocolate" tagline was introduced, and commercials started depicting women sensuously enjoying the chocolate, often in idyllic and romantic settings. The ads argued that eating a Flake was a personal, intimate experience.
1990s:
The 1990s saw an even more explicit approach to sexualised imagery in Flake adverts. The commercials often featured women in picturesque landscapes, engaging in activities like bathing or relaxing while sensually eating a Flake. The focus on the tactile and indulgent nature of eating a Flake remained central.
2000s:
In the 2000s, Flake commercials continued using sensuality, introducing a playful and cheeky tone. The advertisements became more self-aware, acknowledging and even parodying the use of sexualised imagery in their campaigns. There was an emphasis on the enjoyment of the chocolate in a light-hearted and fun manner.
2010s-Present:
In recent years, there has been a shift towards more diverse representations of women in Flake adverts. While sensuality is still present, the focus has expanded to include women of different ages, ethnicities, and body types. The commercials highlight a broader range of personal and joyful moments associated with eating a Flake.
Truth and Consequences: Cadbury Flake Adverts: Banned advert 2010
In 2010, the decision to ban Cadbury's Flake advertisement stemmed from concerns about its overtly explicit and suggestive content, deemed too risqué for broadcast standards. The advertisement depicted the character resembling the Devil. It featured three women provocatively eating a Flake chocolate bar thrown to them by the male character, raising eyebrows and generating public controversy. Critics argued that the ad objectified women and was inappropriate for a broad audience, especially considering its potential to be viewed by children. Consequently, regulatory bodies took action to uphold community standards and maintain the integrity of televised advertising by prohibiting the broadcast of the Flake commercial due to its perceived explicit nature.
Image Sources: You Tube
Case Study 2: Comparing WeChat to Western social media.
WeChat and Western social media platforms differ, including cultural influences, user demographics, and features. When comparing them concerning selfies, there are some notable distinctions:
Cultural Influences:
WeChat (China): Selfies are widely popular in China, and WeChat is a prominent platform for sharing them. In Chinese culture, taking and sharing selfies is expected in addition to various beauty-enhancing filters and features.
Western Social Media (e.g., Facebook, Instagram, Snapchat): Selfies are also popular in the West, but the cultural approach might differ. While selfie culture is prevalent, there may be variations in the types of poses, filters, and beauty standards compared to those in China.
Features and Filters:
WeChat: WeChat provides filters, beauty enhancements, and features specifically designed for selfies. Users can easily retouch and enhance their photos within the app before sharing them.
Western Social Media: Platforms like Instagram and Snapchat also offer a range of filters and editing tools. However, these tools' cultural preferences and beauty standards may differ from those on WeChat.
Social Dynamics:
WeChat: WeChat is a multifunctional app that goes beyond social media; it's also widely used for messaging, payments, and other services. The social dynamics on WeChat may involve closer-knit groups of friends, family, and colleagues.
Western Social Media: Platforms like Instagram focus on public sharing, emphasising building a personal brand or online persona. The dynamics may involve a more comprehensive network of followers, including acquaintances and strangers.
Privacy Concerns:
WeChat: China's approach to privacy may differ from that in the West, and WeChat has faced scrutiny for its data practices. Users might have different expectations regarding privacy when sharing selfies on WeChat.
Western Social Media: Privacy concerns are also present in Western social media, but the regulatory environment and user expectations may shape the handling of personal data differently.
Monetisation and E-Commerce:
WeChat: WeChat integrates various functionalities, including e-commerce and payments. Selfies may be associated with shopping experiences, as users can showcase products or purchase directly within the app.
Western Social Media: While e-commerce is present on platforms like Instagram, the integration may not be as seamless or extensive as on WeChat.
While both WeChat and Western social media platforms embrace the selfie culture, differences in cultural norms, platform features, and social dynamics contribute to distinct experiences regarding sharing and interacting with selfies.
Conclusion:
The use of sexualised imagery in Cadbury's Flake adverts has sparked both praise and criticism. On the one hand, it has contributed to the brand's distinctive and memorable image. On the other hand, some argue that such marketing perpetuates stereotypes and objectification. The evolving nature of these advertisements reflects changing societal norms and expectations.
It's important to note that interpretations of these advertisements can vary, especially between male and female interpretations, and individual perceptions of what is considered sexualised may differ. Additionally, public opinion and advertising standards evolve, influencing the content and tone of commercials. Cadbury's has adapted its marketing strategies like other brands to align with contemporary values and consumer expectations.
Comentarios