KFC apologises for ‘sexist’ Australian ad

22 Janvier, 2020, 06:37 | Auteur: Christine Menetries
  • KFC apologises for ‘sexist’ Australian ad

KFC has not said if it will pull the ad from local TV stations, and it was still up on the brand's YouTube channel on Tuesday afternoon, although comments have been switched off.

The 15-second ad, which has been running on television and posted on KFC Australia's YouTube channel, shows a woman dressed in a short playsuit check her bottom and adjust her breasts as she looks at her reflection in the window of a parked auto.

She first looks at the back of her shorts before she adjusts herself in a low-cut top, at which point the window rolls down to show two young boys staring open-mouthed while their mother looks on unimpressed.

The main character then says: "Did someone say chicken?"

The above KFC ad from Australia has come in for criticismrightly so, in Ad Nut's opinionfrom Collective Shout, an organisation that fights objectification of women. "It is another manifestation of the "boys will be boys" trope, hampering our ability to challenge sexist ideas which contribute to harmful behavior towards women and girls", Collective Shout spokeswoman Melinda Liszewski said in a statement.

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The comments section on the ad's YouTube page have been disabled and the Daily Mail Australia claims social media is ablaze with similarly critical comments.

"The research is solid: attitudes shape behavior. A growing number of reports show how reinforcing of gender stereotypes - including in advertising - contributes to a lesser view of women, resulting in their mistreatment".

Another person added: "Absolutely disappointed at KFC for allowing their marketing team to take this angle".

"We apologize if anyone was offended by our latest commercial", the statement reads.

In a statement, Collective Shout spokeswoman Melinda Liszewski said the ad was a regression to exhausted and archaic stereotypes where young women are sexually objectified for male pleasure and where boys are. Either that, or perhaps the fast-food giant knew exactly what it was doing and planned to use the controversy to drive more eyes toward its ad?


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