Thursday, July 19, 2012

Pantyliner advert that uses 'bold' language to describe bodily functions leaves viewers outraged by 'offensive' terms

An advert for a popular brand of pantyliners has sparked outrage after viewers complained it contained language they deemed offensive.

The 30 second television commercial by Johnson & Johnson brand Carefree dispenses with the customary euphemisms and sanitised suggestions at bodily functions.

Instead, the actress in the advert talks openly about the woman's monthly cycle - mentioning the words 'vagina' and 'discharge'.

The actress in the commercial, naked but for a scattering of flower petals to protect her modesty, says to the camera that 'even that bit of discharge in between our period is our body working to keep the vagina healthy.'

She goes on to say that Carefree pads 'lock away wetness and odour, helping you to feel dry, clean and fresh every day.'

Such references may seem entirely innocuous to most.  But after the advert, created by ad firm 303Lowe, aired for the first time on Monday night in New Zealand, the Advertising Standards Bureau (ASB) received nine complaints, with viewers objecting particularly to the words 'vagina' and 'discharge'.



Anonymous said...

I'll bet those nine complainers have no problem with TV commercials which routinely portray men as inferior bumbling fools.

Having said that, i'm truly surprised to see an ad company put out such a message, knowing it will be shown to a nation drowning in political correctness.

Anonymous said...

Anon 1:32 - As a young man I realized that the Flintstones cartoons were highly sexist and biased against men and that was over 40 years ago. It's the "formula" that cartoons use as an unwritten standard which is how it's been inculcated into today's society so completely.

Bruce said...

Vaginal discharge is a fact of life, like other bodily excretions. However, as an adult male, I find bodily excretions to be gross. Not just vaginal discharge, either, but I won't gross you out with a list. And there you go. I have the idea that some people might be grossed out (and turned off) by me specifying all the things that come out of our marvelous bodies. Is it wrong to think that?
There used to be a product, Cruex, for masculine "jock itch". Only after Tampax started their TV ads did Cruex appear on the airwaves, for a brief time, before having the good taste to disappear again.
Am I the only man who objects to being subjected to advertisements for feminine hygiene products?

Anonymous said...

turn the channel or stop watching TV if it offends. Problem easily solved.

Anonymous said...

"Am I the only man who objects to being subjected to advertisements for feminine hygiene products?"

Why is that? Because you are gay?

TheOldMan said...

Having watched the commercial, I am very willing to provide some material for her vagina to discharge at a later time.

Anonymous said...

2:35 - I am female, not gay and I don't even care for all the feminine product commercials.

Anonymous said...

"Vaginal Discharge" - I'm scared; I need my mommy; somebody please hold me.

The horror ... the horror.

Anonymous said...

What i find far more offensive than the content of these commercials is the ever-growing number of commercials being forced upon us from every conceivable source. There is nothing you can look at, read, or listen to, that is commercial free. That is truly offensive.

Anonymous said...

Gay? No, I'm extremely straight and d*mn proud of it.

And why do we need these kinds of ads anyway? What ever happened to wives, mothers, sisters, daughters, and female friends taking the time to discuss these issues amongst themselves? How about spreading the education around the old fashioned way instead of forcing this kind of sludge down the viewer's throats?

I *PAY* for my TV, yet I am subjected to a barrage ads. F*ck me!

Anonymous said...

"There is nothing you can look at, read, or listen to, that is commercial free. That is truly offensive."

That's capitalism, buddy boy.

Anonymous said...

2:05: Don't like TV, then read a fucking book, dumb shit.

Anonymous said...

Quit whining. On the one hand many posters here think advertizing and commerce should have a more or less free hand, and object to people being offended all the time, and then hypocritically complain when they see or hear ads that they don't personally like.