PUMA

 

This commercial communication belongs to the sports brand Puma in which a man and a woman appear keeping sex. The only cause of unlawfulness that generates the referred poster is if the presentation of the woman has a discriminatory character or don’t have it. An advertising message is discriminatory if it presents parts of the body of a woman unrelated whith the announced product or if it presents stereotypes that suppose discrimination. In this case, it is obvious that Puma used the body of the woman a prominent way and totally unrelated of the product promoted. In addition, the poster shows a stereotyped behaviour, in this case, the woman as an object of use for man. So, we conclude that we have a case of discriminatory advertising and unfair.