Madonna
fashion adverts cleared by ASA
Based on an article from ASA
see
full adjudication
A TV ad, for clothes designed by
Madonna, showed a young woman being led up to Madonna, who was sitting
at the head of a conference table, surrounded by fashionably dressed
women. Madonna said How can I help you?.
One of the young woman's socks rolled
down her leg and she pushed the other one down to match. Madonna said
I like it. The shot cut to her striking a whiteboard, which had the
word FASHION projected on it, with a riding crop saying "IT, IT, IT, IT,
IT". She then slammed the crop onto the table and asked What is it?.
The young woman hesitated and said,
Well I think it ... Madonna replied, Don't think it, you need to
know it. The young woman was escorted into a dressing room by two
men, who undressed and redressed her in more fashionable clothes while
Madonna repeated Doesn't have it. Doesn't have it. Doesn't have it.
The young woman then returned to the boardroom wearing the same outfit
as Madonna, who said You made it. A designer rushed over and
threw himself at Madonna's feet and cried No, no, no, no, no, you
made it. Madonna and the young woman then strode away together and
Madonna said And I love it.
The ad was given an ex-kids restriction by the Broadcast Advertising
Clearance Centre (BACC).
Issue
1. 18 viewers complained that the ad was offensive, because they
believed it depicted a young girl being stripped by force by two men and
under threat of physical punishment.
2. Seven viewers challenged whether the ad was harmful, because they
believed the depiction of the young girl would appeal to, and encourage,
paedophiles.
ASA Assessment
1. Not upheld:
Although the ASA acknowledged that some people had found the ad
disturbing, we considered that the quick change of clothes undergone by
the interviewee was likely to be seen as a reference to catwalk fashion
and the riding crop as a symbol of Madonnas perceived artistic style,
not a threat of physical punishment. Because of that, we considered that
the ex-kids restriction for the ad was sufficient to avoid frightening
young children and concluded that the ad was unlikely to cause serious
or widespread offence, or be seen to encourage or condone violence or
cruelty.
2. Not upheld:
We noted the actress who portrayed the role of the interviewee was 24
years old and considered that most viewers would not infer from her
style of clothing that she was a school girl. We also considered that it
was clear, from the ad, that she was applying for a job within Madonnas
fashion company and therefore likely to be past school age. We further
considered that the quick change of clothes was likely to be seen to
contain a sense of urgency, rather than being sexually suggestive or
titillating. Because of that, we concluded the ad did not portray a
child in a sexually provocative manner or contain material that could
harm children by encouraging paedophiles.