Risque Aussie outdoor ads spark public anger

<p>SYDNEY: Australian Government and local advertising bodies have </p><p>moved to clamp down on the use of female imagery in outdoor campaigns </p><p>following a rash of risque executions. </p><p><BR><BR> </p><p>In an unusual step, Victorian Minister for Women's Affairs Sherryl </p><p>Garbutt called for the creation of a special advisory committee to </p><p>consider ways to improve the portrayal of women in outdoor </p><p>advertising. </p><p><BR><BR> </p><p>Much of the catalyst came from a spike in public complaints regarding </p><p>outdoor advertising, particularly campaigns featuring women. In one of </p><p>the more contentious campaigns, beverage firm Chivas Regal commissioned </p><p>billboards which showed the torso of a leggy woman stepping out of a </p><p>car, with the line: "Yes, God is a man." </p><p><BR><BR> </p><p>A Windsor Smith shoes campaign has also sparked public outcry with </p><p>images which made references to oral sex, while a billboard from fast </p><p>food brand Chiko Roll showed a woman in a suggestive pose. </p><p><BR><BR> </p><p>A discussion paper generated by Garbutt stated: "Women are diverse in </p><p>their values, experiences and appearances. Yet, sometimes the way that </p><p>women are portrayed in the media and advertising can limit the </p><p>perceptions of women to mono-culturalist, ageist stereotypes." </p><p><BR><BR> </p><p>The action has also sparked interest from the Advertising Federation of </p><p>Australia (AFA), which floated the idea of an internal vetting </p><p>service. </p><p><BR><BR> </p><p>"We recognise outdoor is a very difficult thing to manage," AFA </p><p>executive director Lesley Brydon said. "Outdoor is different from other </p><p>media; you can't turn outdoor off. We believe it is a special case." </p><p><BR><BR> </p><p>To alleviate some of the industry angst, Brydon said the AFA was </p><p>considering providing a special outdoor advisory service. This would </p><p>entail passing those campaigns voluntarily submitted by advertisers past </p><p>a special judging panel to pre-determine whether they were appropriate </p><p>for public consumption. </p><p><BR><BR> </p><p>In a preliminary move, the AFA, along with the Outdoor Advertising </p><p>Association of Australia and Australian Association of National </p><p>Advertisers have begun to circulate a checklist and advisory paper for </p><p>advertisers. </p><p><BR><BR> </p><p>But the bodies remain adamant the move is simply precautionary, rather </p><p>than a regulatory measure. "However, in the cause of being responsive to </p><p>community concerns, a prudentapproach is recommended," it was noted. </p><p><BR><BR> </p><p>The paper also noted that the number of advertisements attracting </p><p>complaints was "miniscule" compared with the number of campaigns run in </p><p>Australia each year. </p><p><BR><BR> </p>