Yves Saint Laurent Opium Advert - Controls of advertising and the media.

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Michelle Greenfield         PAGE 1        15/05/2003

MARKETING:  CONTROLS OF ADVERTISING AND THE MEDIA

In this report I will explain the impact that advertising has on consumers.  I will also analysis and present findings of statistical analysis on an advertising campaign.  

The campaign that I have chosen to research is the famous Yves Saint Laurent Opium Advert featuring Sophie Dahl.  I will also identify the statutory bodies and controls that influence and control advertising.  Including the purposes of the Advertising Standards Authority (ASA), along with the Independent Television Commission (ITC).  I will also describe the principles of Self Regulation (SR) and explain its application in the advertising industry.  The complaints procedure for the statutory bodies will also be highlighted in this report.

Adjudication:

Yves Saint Laurent Beaute Ltd

34 Dover Street

London

W1X 3RA

Complaint to the ASA:

Objections to a poster, for a perfume, that featured a pale naked woman set against a dark blue background.  She was lying on her back with her knees raised, her head reclined and her mouth open; her left hand covered her left breast; the right breast was exposed.  The complainant objected that the image was offensive, degrading to women and unsuitable in a public place.  

The Advertisers of the poster:

The advertisers of the poster said that the image was designed as a work of art, to reflect the spirit of Opium, their best-selling fragrance; they believed the image was sensual and aesthetic.  They explained that image had appeared in magazine issues between October 2000 and January 2001 but recognised that the poster could have had an impact different from that of their press advertisements.  The advertisers said that their intention had not been to offend the public.

Decision by the ASA:

The complaints were upheld.  The Authority said that the advertisement was sexually suggestive and likely to cause serious or widespread offence.  It told the advertisers to withdraw it immediately.

The Publics reactions to the advert:

The controversial billboard advert showing a naked female model (Sophie Dahl) in a suggestive pose was banned in the UK in December 2000.  The Yves Saint Laurent Opium advert, received 730 complaints saying it was degrading and offensive to women, making it one of the most complained about adverts.  Christopher Graham, director general of the British Standards Authority (BASA), said that the poster was sexually suggestive and unsuitable for a public place

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  • Is the picture offensive to women?
  • Should the Opium advert have been banned?
  • Are the British to prudish?
  • Would this advert have been banned in another country?

Statistical analysis and findings were conducted by  in Talking Point, below is a selection of some of the public’s responses to whether the advert should have been banned or not.  As you will see there are very mixed reactions from both males and females below:

Certainly not! The ad consists of an image of a beautiful woman.  It is no more suggestive than a reclining nude painted ...

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