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Rape Culture in advertising?

13 May

I really really don’t like this ad.
Actually I am pretty horrified by what it’s portraying.
It shows a woman who is almost save home, to the point she has is at her hall door, with her keys, being waylaid, held against her will by a figure bigger then she is and having an someting forced into her mouth.

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It’s part of the Knorr beat the slump advertising campaign.
But the ad with the woman is it just does not compare or contrast equally with the other’s in the series.

slump

The blurb that does with the images are.

http://www.facebook.com/knorrquicksoup?sk=info

Knorr QuickSoup Ireland

Slump-busting? Meet Mr. Slump. You’re probably familiar with him already. So you know that he has a away of sneaking up on you when you’re at your most vulnerable, like mid-afternoon or mid morning.

He takes advantage of your hunger-induced daze and he makes you do stupid stuff that you’d really rather not.

He’ll tell you to chomp that whole bar of chocolate right now, that it’s just what you need.

Or he’ll order you to take a nap at your desk and not to worry if the boss is hovering at the desk beside you.

You get the picture. You know the story. So don’t let your Slump get the better of you. Get Knorr QuickSoup instead.

So the guys are studying and at work and being made sleep or slack off but the women is in the ‘traditional’ role, of out getting the shopping to be at home to make dinner, that’s annoying enough with out the enactment of oral rape with an object and implying it’s her fault.

Yup for double bonus this ad has victim blaming,
that there was something she could have done and as she didn’t it’s her fault she is vulnerable and that Mr Slump has taken advantage and is force feeding her chocolate.

Something you may like on occasion, being forced on you with out your consent, is scary and should not happen to anyone never mind it be used as an ad for something as common place and trivial as a cupa soup.

Knorr is a Unilever brand food and yes I have already lodged a complaint with them and with the advertising standards authority.

 
1 Comment

Posted by on May 13, 2011 in Uncategorized

 

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One response to “Rape Culture in advertising?

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