Jigsaw advert banned for objectifying women
An advert for the Jigsaw fashion retailer has been banned by the Advertising Standards Authority for objectifying and stereotyping women.
The advert was part of an email campaign sent out by the retailer which stated in the subject line “These boots were made for walking”. The image below featured a woman climbing over a fence wearing a jumper, boots and underwear. Complaints were subsequently received from people who believed the advert sexualised and objectified women.
Jigsaw said the model was wearing a bathing suit and that no other body parts were exposed because the image was focusing on the boots she was wearing. However, it also said that that seeing the image in isolation and without the wider context might have led to it being perceived in a different way, which was not the intention.
In its ruling the ASA said the advert was irresponsible and likely to cause serious offence as it objectified and stereotyped women as sexual objects.
It explained: “We considered that the low-angle from which the photograph was taken meant that the visual emphasis was on the model’s lower half and made the exposed part of her body the focus of attention, rather than the boots she was wearing. The model’s face was not visible and, given its focus on the model’s exposed buttocks and upper legs, we considered the low-angle nature of the image gave it a voyeuristic feel. We considered there was therefore a sexually suggestive element to the image. We considered that her partial nudity was further highlighted as she appeared to be out for a hike or walk in the woods, where people would not ordinarily be undressed in that way.”
