Fairness Commission objects to men's shoe advertisement with bound woman
The advertising had no recognizable reference to the cultural background, the Fairness Commission judged a men's shoe advertisement with the motif of an Asian woman tied up on an oversized men's shoe.
The Fair Trading Commission has upheld a complaint against this advertising message for a men's shoe collection. The cultural background was not recognizable to the average addressee. As the shoe manufacturer argued, bondage is a traditional Japanese art form. The advertising message was intended to express that women are tied up by beautiful men's shoes.
However, the Fairness Commission took a different view. There was no conceptual link between the image, the cultural background and the statement "tied up by beautiful men's shoes". According to its own statements on Wednesday, the Commission came to the conclusion that the shackled woman is perceived solely as an eye-catcher and therefore has no connection to the advertised product.
However, the Fairness Commission took a different view. There was no conceptual link between the image, the cultural background and the statement "tied up by beautiful men's shoes". According to its own statements on Wednesday, the Commission came to the conclusion that the shackled woman is perceived solely as an eye-catcher and therefore has no connection to the advertised product.
