Sanex shower gel advert banned over racial stereotype
One yearx shower gel television ad was banned by Advertising Standards Authority (ASA) to strengthen an aggressive racial cliché.
The guard, the black skin “problematic” and white skin “superior” claim that the advertisement should not be published again.
This followed two complaints that he continued negative stereotypes about darker skin tones.
The advertisement, which is seen in June, is as well as the scenes of a black woman covered with red scratch marks and another crack clay -like material.
In addition to the scenes of a white woman who shower with the product, the advertisement said: “Try to take a shower with the new yearx skin therapy and patented amino acid complex. For 24 hours of hydration.”
The advertisement ended with the text and voice on the screen: “Relaxation can be as simple as shower.”
Colgate-Palmolive, which has the Sanex brand, said that the description of different models in advertising is shown in a scenario to show that it is suitable and effective for everyone instead of a comparison of racial or ethnicity, which is relieved after skin discomfort or relief after the product.
On this basis, he believed that advertising did not maintain negative racial stereotypes and was not a serious or widespread crime.
Clearcast, who approved or rejects ads for broadcasting on television, said the ad did not maintain negative racial clichés and instead showing the inclusiveness of the product.
The agency said that a darker -skinned model was described as “stylized and unrealistic way to show dryness, but the skin tone is not a focus.
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A second model with a darker skin was shown with itchy skin, but it was depicted by drawing visible healthy skin and signs, and therefore it is more than any visible skin condition related to sensation.
ASA said that the use of different skin colors is a way to describe the use of the product, which is a way of describing a “pre -and previous” scenes, which is shown as a crack in dry and “previous” scenes and white skin shown as a smoother skin in the “post” scenes.
The guard said: “The name was therefore configured to be a black skin depicted in relation to the itchy and dry skin shown to be problematic and disturbing, whereas the white skin, which was more smooth and clean after the product was used, was successfully replaced and solved.
“We thought that white skin might make you think it was superior to black skin.”
ASA added: “Although we understand that this message was not intended and that some of the audiences are not noticed or not a coincidence or may appear, we thought that the advertising would strengthen the adverse and aggressive racial cliché that the advertisement is problematic and the white skin is superior.
“We concluded that advertising contains a racial cliché and therefore causes serious crime.”
He also told Colgate-Palmolive to “be sure to avoid a serious crime on the grounds of race.”
Colgate-Palmolive was approached for a comment.
