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.
8 comments
CAROLINA SALVADOR MATEO says:
Ene 21, 2014
I agree with the explanation of the case because in this ad, this is using the female body unrelated to the product. The product are sneakers and the woman is s being used as an object, because because the woman’s body has nothing to do with the product being marketed. It is an discriminatory advertising, it violates the women´s dignity.
Manuel Castillo says:
Ene 23, 2014
This advertising is against women´s dignity because the woman’s body is unrelated about the product. So I am agree with this post, It is an example of a discriminatory advertising.
Guillermo Aznar says:
Ene 23, 2014
This case is extremenly illicit. The product is totally unrelated to the picture shown. Besides it shows a woman in a sexist situation and stereotyped behaviour
Daniel Lapeña says:
Ene 23, 2014
Puma presents the woman in clear position of inferiority. The ad is against women’s dignity and the its illegal.
It undervalued women, they are presented like an object. Has neither correlation with the product nor the brand.
Rodrigo Domínguez says:
Ene 24, 2014
I think this picture discriminates women by showing an unreal stereotype unrelated with the product. Therefore, it is a case of ilicit advertising
CAROLINA BAÑOS says:
Ene 24, 2014
I agree with this comment, in my opinion this is a denigratory advert which should have not ever seen the light. It is unlawful because in it, the imagen of women is stereotyped, and the scene is completely dissociated from the product and from sports. Lastly, and most importantly I agree because the ad is denigratory towards the person, in this case the feminine gender, a sector with which we have to be specially careful because of its past.
MªPilar Maynar says:
Ene 24, 2014
This ad is a clearly case of discrimination publicity. The woman is represented with stereotypes and in a very sexy way, when the product doesn’t have any relation with this image.
hxecjnesc says:
Ene 29, 2017
SEXIST ADVERTISING | observatoriojuridicodelapublicidad.com
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