Marketing problem and racism accusations, two major brands are found in advertising turmoil.
Advertising prohibited for SANEX in the United Kingdom
This Wednesday August 20Advertising Standards Authority (ASA), the British advertising regulator, has prohibited a brand TV spot Sanex. First broadcast in June, this advertisement was supposed to illustrate the effectiveness of a new shower gel on different types of skins. But his staging quickly caused indignation.
Advertising opens up A black woman who scratches her skinfollowed by a scene where the skin is cracked, gray, evoking a drying. The following image shows A white woman with smooth and healthy skin After a shower with the famous shower gel. The final message, ” The relief can be as simple as a shower“. Illustrating the benefits of the product. Problem, for ASA, this narration establishes A problematic link between black skinsuffering, while White skin embodies cleanliness and comfort.
This may suggest that ” black skin would be a problem and white skin would be superior“, Estimated the regulatory authority, which had been seized by two complaints. Even if the message is “Not intentional and can go unnoticed for some spectators“, The structure of the advertising story remains, carrying a” negative and offensive racial stereotype ».
Colgate-Palmolive, for his part, defended himself by affirming that advertising was aimed ” To highlight how our skin Therapy range promotes skin health, whatever the type of skin“. The company also stressed that the diversity of models represented was a deliberate choice. She says all the same ” take note »Decision without making more comments.
Swatch and the gesture of too much in China
At the same time, it’s in China that the Swiss watchmaker Swatch was caught by the controversy. In a recently launched campaign, a photograph shows a mannequin firing The corners of his eyes. A strongly connoted and racist gesture against people of Asian origin.
The indignation was immediate. On Weibo, one of the most influential Chinese social networks, a user followed by more than a million people denounced a ” racism towards the Chinese »And demanded sanctions against the company. Boycott calls quickly followed, amplified by a strong online mobilization.
Faced with the magnitude of the controversy, Swatch reacted by apologies. On its Weibo account, the brand declared to understand the ” recent concerns about the representation of a model ”. The advertisement in question has been withdrawne. But the reaction is not enough to calm anger. According to AFP, many Internet users have maintained their call for boycott despite the brand’s public apology.
Diversity or shots? Brands in the face of their contradictions
These two cases illustrate a paradox with which companies face. They wish advocate diversity while plunging head down in caricature. Sanex as Swatch claim to commit to inclusion and representation. But in both cases, the messages were deemed very clumsy and offensive.
The global context, more attentive than ever to cultural and ethnic representations no longer leaves room for ambiguity. Consumers, connected and reactive no longer hesitate, legitimately, to directly challenge the brands when content crosses the red line.
If the intentions of advertising campaigns were not openly racist, The reactions show that this is no longer enough. In an era of global communication, the interpretation of an image can vary from one country to another but the consequences are universal. For brands, the message is therefore clear, theCultural vigilance is no longer detail but responsibility.
