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The female figure in advertising
Lately, we have seen articles by Loga Virasawmy of Media Watch on the abusive use of the female figure in advertising for a local brand of bottled water in our local press. It would be interesting to note that ‘feminist-prone’ Media Watch has pinpointed a particular advert as obscene and says it puts women in an ‘inferior position’.
Media Watch, we hope, will carry on its mission, which is to protect the interests vulnerable groups like the poor, children, the crippled, etc. However, its task is to protect everyone’s interests and not just pick on one advert to put the initiator in the limelight.
To be credible and res-pected, any organisation must be seen as a regulator as opposed to a censor. I have seen this advert in l’express-dimanche and I was not shocked at all. Moreover Media Watch is not in a position to censor worldwide advertisements. AAA also has respectable men and WOMEN with a code of ethics and coming from various religions, ages, races.
Unfortunately or fortunately, Mrs Virasawmy has achieved just the opposite of what she intended: she has fulfilled the dream of the advertiser and his/her client by talking extensively about the agency and the product itself, having every newspaper-reader ‘watering’ over the scoop and its consequences.
Long live advertising in Mauritius, noting that we are not different from any other country.
<B>N. CHAROUX</B>
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