Posts Tagged ‘Vilnius’

Read more me_asa.htm at MelonFarmers.co.uk

vilnius tourism poster A poster for Go Vilnius, a development agency for Vilnius, the capital city of Lithuania, seen on 10 August 2018, stated in red text Nobody knows where it is, but when they find it – it’s amazing. VILNIUS THE G-SPOT OF EUROPE. The ad featured an image of a woman, visible from the upper part of her face. The woman was lying on material printed with a map of Europe, with her hair splayed out behind her head. Her eyes were closed and she had one arm raised above her head, gripping the material in her hand at the point on the map where Vilnius was located. Issue

A complainant, who believed the ad was overtly sexual and the image of the woman was unrelated to the product, challenged whether the ad was offensive.

ASA Assessment: Complaint not upheld

The ASA considered that the ad was risqu39 and sexually suggestive in tone, due to the reference to VILNIUS THE G-SPOT OF EUROPE, and the image of the woman gripping the map with her eyes closed. However, we considered the ad portrayed that suggestiveness in a light-hearted and humorous way, for example through the statement Nobody knows where it is, but when they find it – it’s amazing, and because the woman appeared in a surreal and unrealistic scenario, indicating the location of Vilnius on the map of Europe. We considered the ad did not contain anything which pointed to an exploitative or degrading scenario or tone.

While we acknowledged that some might find the ad distasteful, we considered, for the above reasons, the ad did not objectify the female character and we concluded it was unlikely to cause serious or widespread offence.

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