Cathy Valencia gets SPANK'd!

Jewelz SPANKs...

I saw another ad that violated the Philippine Advertising Code of Ethics along EDSA, Cubao by Cathy Valencia. It had a picture of a woman who looks naked covering her chest with h

er arm and they covered the bottom with a swipe of the color blue to match the background. The billboard was advertising a skin and body center where you can improve your skin. The message of the billboard is: "You can have flawless skin at Cathy Valencia Skin Center," and the photo is relevant to the service, however, I believe that it is indecent to show a naked woman on the billboard. In Article IV, Section 1, # 5 of the Philippine Advertising Code of Ethics, it says,

“Indecent exposure of the human body may be allowed in advertisements when in good taste ad relevant to the product or service being advertised, the situation being portrayed or the audience being addressed.”

The Cathy Valencia billboard violated Article 4, Section 1, number 5 by exposing to much skin! It serves as a distraction and furthermore, it degrades the woman in the billboard ad because she was exposing herself in public. What is private should be kept private and should not be seen by anyone and everyone.

This is NOT the billboard I saw along EDSA in Cubao, but here is a picture of Cathy Valencia's other billboards that do not show a naked woman and would have been better to use in all locations.

Have you seen the Cathy Valencia ad along EDSA, Cubao? What do you have to say seeing a naked woman on a billboard?

Bingo Biscuits...

Erine says...

Hmm... I don't know whether the mall meeting was intended to bring some humor into this ad or just mainly an attention grabber targeted for teens. What I do know though is that the ad's abruption (surprise factor) is rather insulting on the part of the women since the guy who brought Bingo cookies got turned off when he saw a fat girl in pink and thought she was the one he was supposed to meet. What the execution basically shows is the fact that there are certain - shall we say - imperfections in society (e.g. homosexuality, plain simple ugliness and obesity) that we find unappealing and that we would rather avoid them, but then again, why show them? If a fat person (forgive me for the term) would watch that TV commercial... just try to guess what his (or in this case, her) reaction would be?

Sure the execution is not sexually implicit, I'll say that much for it, but then again what does showing a mall meeting have to do with the crunchiness of Bingo cookie sandwiches? These are snack foods that are being advertised, so if the client company or agency believes that crunchiness of Bingo cookie sandwiches is the unique selling proposition for this product, then show it in a straightforward manner!

One last thing before I finish this entry: If you want a great example of a snack food advertisement, then look for the old Chippy TV ads. If some of you remember that one where a barkada watches a horror flick then suddenly a white lady appears and steals their last bag of Chippy, you'll know what I mean. At the end of that commercial, the guys decide to go after her - completely disregarding the fact that they are up against a ghostly figure, since its THEIR chips that she stole! Now, that's a great commercial! ^_^

Here's something useful that our group found in the Philippine Advertising Code of Ethics, Check it out:

Advertising Code of Ethics – Art. IV, Sec. 2, # 2

“Neither should advertisements directly or indirectly disparage, ridicule, criticize or attack any natural person or groups of persons especially on the bias of gender , social or economic class, religion, race or nationality.”

In layman's terms: Don't put any messages that can insult certain types of people (in this case, overweight people)

Bottomline: Spank this ad! Not becuase its sexually implicit but because the execution simply has nothing to do with the brand's unique selling proposition! (The ad is unethical because it carries an insulting message).

Bingo Biscuits - Eyeball

Bingo Biscuits by Monde...

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