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Sexpo has made major changes
to its style of advertising.
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treatments of sexual concepts were found
to make an advertisement more likely to
be acceptable.
In the nine years I have been with
the ASB I have watched with interest the
changes in style of outdoor advertising. Of
particular interest are the changes made by
OOH advertisers to imagery and language on
billboards in line with community reactions
and feedback.
One advertiser, Sexpo, has made
major changes to its style of advertising.
After receiving complaints about its original
images, which depicted bikini-clad women in
sexualised poses, the advertiser considered
the issues raised and changed to more benign
images of couples smiling, while still using the
word ‘Sexpo’. This adapted style of advertising
did not have a negative effect; in fact, we are
led to believe there has been an increase
in attendance at these events.
I believe that community reactions
to advertisements will continue to differ and
change, and that OOH will move and adapt to
these changes as it has since the first billboard
was erected in Australia.
I also know the many different reactions
to advertisements will ensure that the
complaints process and decisions made by
the ASB will continue to receive both good and
bad press and that the value of self-regulation
of advertising in Australia will continue to be
debated. I see this as a positive. Debate after
all provides insight into issues.