Last but not least: The blindfold as a corpus delicti
People are becoming increasingly sensitive to sexist advertising and have long since stopped putting up with anything featuring feminine curves, long legs—and blindfolds.
For example, a consumer lodged a complaint with the Swiss Commission for Fair Trading against an advertisement for a chocolate bar. She criticized the fact that the woman depicted, whose eyes are covered by a blindfold, had a "purely decorative function". According to the complainant, there was no natural connection between the "sexualized depiction of the woman" and the chocolate bar. The respondent, meanwhile, argued that the depiction with the blindfold was a key visual intended to visualize trust in the products. In addition, the campaign featured the same subject with a man.
The Fairness Commission dismissed the complaint. The interpretation of the subject matter in question by the complainant was not obvious. For the "average addressee", there were no indications in the depiction and description that would associate the subject with sexuality.
Yes, times are changing. While today even a blindfold (on a clothed woman, mind you) can cause red heads, in 1970 it was still possible to depict a naked boy with an ambiguous slogan. (Source image: Vongestern blog). Whether the case ended up before the Fairness Commission at the time is unfortunately beyond the editorial team's knowledge. Probably not - and for the "average addressee" there are, strictly speaking, also no indications that link the subject to sexuality - hopefully.
