The Australian Advertising Standard Board (ASB) has banned an online dating advert for containing “unjustified violence” towards women.
CourgarLife.com is an dating agency aimed solely at older women. The company’s lastest ad depicts a ‘MILF’, played by actress Julie Ann, pushing and shoving younger women out of her way in order to get the younger guy.
The ASB have stated that the “violence” portrayed in the 30 second long commercial was “not justified in the context of the service being advertised.”
According to Mumbrella a “minority of the board considered that the way the woman struts around and approaches the young women is humorous and that most members of the community would be able to identify with the staged and fabricated way the advertisement is intended to be portrayed.”
“The majority of the board considered that two scenes in the advertisement depicted a woman committing a violent act against another woman. The majority of the Board considered that in a bar or licensed venue, such aggressive behaviour is not considered humorous or acceptable.”
The investigation into the advert was launched after the ASB received the following complaint: “I found the ad very offensive, as it depicts an older women inferring that the men in the ad would be better ‘taken care of’ by her, rather than the younger women. It seemed to suggest that she would be a better ‘mate’ for the men in the ad than the younger women…”
http://www.youtube.com/watch?v=kApFZVE3jiI
We have to admit, that sandwich at the start looked pretty nice…
Video via mumbrella.com.au
