 A
poster and radio ad for the film Inglourious Basterds.
a. The poster featured an image of three men holding guns and a
knife.
b. The radio ad featured sound clips from the film; the voice-over
stated Quentin Tarantino brings you his most inglourious, most
wildest adventure yet, utterly glorious ... Inglourious Basterds in
cinemas Wednesday.
Issue 1. Six complainants objected that the word basterd was
offensive and inappropriate for display on a poster or where it could be
seen by children.
Issue 2. One listener objected that the word basterd was
offensive and inappropriate for broadcast when it could be heard by
children.
ASA Assessment: Not Upheld
Issue 1. Not upheld. The ASA considered that although the word
basterd would be considered distasteful by some, it was presented in
the context of a film and was not used in an aggressive or derogatory
manner or used to verbally attack someone. Because the word was
presented in such a way as to make it clear that it referred to a film,
and care was taken in its placement to mitigate its exposure to
children, we considered that it was unlikely to cause serious or
widespread offence, or be seen as socially irresponsible.
Issue 2. Not upheld. We noted the steps Universal had taken to ensure
that the radio ads were scheduled in such as way to avoid times when
children were most likely to be listening. We considered that the ad was
unlikely to be of particular appeal to children and, because it was
clear the word referred to the title of a film, we concluded it was
unlikely to cause serious or widespread offence or harm children.
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