By Calvin Palmer
The Advertising Standards Authority (ASA), Britain’s watchdog of the advertising industry, had dismissed complaints that Virgin Atlantic’s 25th anniversary TV ad is sexist and insulting to women.
The TV ad features glamorous red-suited cabin crew walking through an airport for Virgin’s inauguaral flight in 1984. Not surprisingly male heads turn.
To 29 people, men looking at a group of pretty girls, as men have done since the dawn of time, is considered sexist. The ASA received 29 complaints on the grounds of sexism.
In response, the ASA said that although some viewers “may find the representation of the women and men in the ad distasteful” it was unlikely to be seen as sexist towards men or women or to reinforce those stereotypes.
A formal investigation will not be launched. The ASA argued that “most viewers would understand that the ad presented exaggerated stereotypical views of the early 1980s and played upon perceived attitudes of that time in a humorous way”.
The ASA said the ad was unlikely to be seen as sexist or derogatory towards women or to cause serious or widespread offence.
A spokesman for Virgin Atlantic said: “The ASA has rightly dismissed these complaints, which probably come from competitors jealous of our fantastic cabin and flight crew.
“Our advert has been brilliantly received worldwide and reinforces why so many people want to work for Virgin Atlantic.”
[Based on a report by The Guardian.]
