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Adjudication of the Advertising Standards Authority for Ireland:
Complaint:
A poster advertisement for a TG4 television programmed entitled "Paisean Faisean" was the subject of objections. The poster featured a teacher, dressed in a bloomer type skirt and fishnet stockings writing on a blackboard and included the wording "Girls dressed by boys". One of the complainants considered that the advertisement portrayed women as a mere sexual object, simplifying women and was insulting and dehumanising to women. She also considered that the inherent suggestion was that a teenager/child is supposed to be fantasising about his teacher. The second complainant considered the outfit on the teacher to be offensive.
Response:
The advertisers stated that the programme is a light-hearted entertainment show that targets women between the ages of 25 and 44 years. The show resolves around three guys and a girl each week. The three men are asked to buy an outfit for the girl based on a set budget, taking on board the short video of a girl who has an opportunity to describe herself, her interests and the clothes she likes. At the end of the programme the girl selects her preferred outfit and in turn the man who selected the clothes and they then go on a dinner date. They used the image of the "School Teacher" that men might conjure up in their mind as to how they would like to have seen their school teacher look when they were in school. It was also in keeping with the recent trend of "school uniform" discos that have been very popular. They stated that the campaign has now finished and was not set out to embarrass or cause offence to any person.
Conclusion:
Complaints Upheld
The Code of Advertising Standards requires that advertisements should respect the dignity of all persons and should avoid causing offence on grounds of gender, marital status, family status, sexual orientation, religion, age, disability, race or membership of the traveller community. The Code also requires that advertisements should respect the principle of the equality of men and women. They should avoid sex stereotyping and any exploitation or demeaning of men and women. The Complaints Committee noted the response of the advertisers. They considered that the use of the image in the advertisement was in breach of the Code and upheld the complaints.
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