The fun police shows it force
Last month a number of apparel and accessory firms were on the receiving end of a metaphorical knock on the door.
But rather than finding a Jehovah's Witness, a charity collector or a bailiff staring back at them instead they found the rather foreboding Advertising Standards Bureau (ASB).
For those who have had the extreme good fortune never to have come across the board in either a personal or professional capacity, the ASB is a group of people whose monthly task is to investigate viewer complaints about print, television and billboard advertising.
The board operates under the guise of the Advertiser Code of Ethics which decrees brands must adhere to a strict set of rules - covering such areas as health and safety, portray of sex and nudity and violence or hooliganism - when seeking to promote their brands.
Last month campaigns by Aussiebum, Bonds, Target, DC Shoes and Adina Jewellers were put under the microscope with the end result the latter three hauled their advertisements off air, at the same time seeing thousands of dollars worth of production costs going down the gurgler.
Target's crime was to create a high-recall ad called 'Live in denim'. Set in a public laundromat, the ad showed a man climbing out of a dryer and a woman climbing into a dryer. Criticism of the ad ranged from "a shocking example of a stupid act" to "extremely life threatening". Target voluntarily pulled the act after being told it was being investigated by the ASB.
Adina apparently crossed the line by daring to portray a man wooing a woman by bringing her gifts. The man finds himself on the receiving end of a slap for his inappropriate gifts. That is, of course, until he arrives with an Adina watch after which he is given a hug.
This we are reliably informed by the ASB had "connotations of domestic violence".
To put it in the ASB's own words: "The intended humour did not mitigate the inappropriate representation of one person slapping another's face in the context of an intimate relationship...the slapping of the face in this advertisement was not justifiable in the context of the product being advertised."
The ASB's own advertising slogan urges us to 'Tell someone who cares'.
Far be it from me to suggest the board develop a sense of humour. However I am sure I'm not the only one wishing it would occasionally ignore its own advice.
And another thing
Ragtrader has joined the industry's key movers and shakers by registering with the rapidly growing Twitter community. While many brands prefer to do their social networking via Facebook or Myspace sites, we here at Ragtrader HQ fancy doing things a little differently. Now by using Twitter's micro-blogging facilities you will be able to be kept up to date with the latest news, jobs and commentary from the industry via your email or cell phone. The service will work in tandem with the Ragtrader.com.au website allowing you immediate interaction with the Ragtrader team around the clock. And the best thing is the service is totally free. Follow us at twitter.com/ragtrader.