Ad Priorities

I am, it is fairly safe to say, not a fan of advertising. In fact, I usually find it shallow, depressing and repetitive. I've already blogged generally about LGBT issues and advertising, and often refer to Charlie Brooker's excellent Screenwipe on advertising (on YouTube in three parts here, here and here). But the other day I saw an ad which annoyed, frustrated and depressed me more than a thousand "Go Compare" singers ever could.



Yes, if there was ever any doubt, beauty is entirely skin deep. But it doesn't stop at that, because happiness is directly proportional to how attractive you are. And, of course, we can make you more attractive. All it takes is to lop a bit off here, suck a bit out of there, and Hey Presto! You now conform to everything you've been told is beautiful, because that's the only beauty there is!

This is nothing new in advertising. Every advert for a beauty product suggests that, by using it, you can become a happier or more popular person. But this one is remarkably upfront, about something so incredibly drastic, and it's hard not to worry about the repercussions of an industry which finds this permissible. The token male doesn't detract from the heavy-handedness of it either.

Women seem to get the worse end of the deal whichever gender the advert is aimed at. Men's adverts have always used sexual images to promote their products, equating semi-naked women with everything from deodorant to video games(once rather tactlessly described by someone I knew as suggesting a "Buy One Get One Free" deal). Yet adverts aimed at women promote stick-thin models as an ideal that you SHOULD be living up to.

I don't know how long this cosmetic surgery advert has been showing, how often it has been seen, or even if it has attracted any complaints. I caught it one evening on some digital channel. However, I was aware of a storm of complaints around this advert:


So this advert is offensive? All it seems to offer is some images of women in contemplation, then a web address which offers more information. The word "abortion" is not even mentioned in the advert, let alone depicted or promoted. The ASA recognised this, concluding that:

...the ad was for an advice service for women dealing with an unplanned pregnancy, and stated that Marie Stopes could help women who were 'pregnant and not sure what to do'. We considered it was an ad for a general pregnancy advice service for women who wished to learn about and discuss their options, which might include, but were not limited to, abortion.

Yet still the mainstream media focus on the complaints this advert receives, and so instead of offering women the information and choices they may need, we're left with identical women obsessing on hair, make-up and pro-biotic yoghurt.