By MAMAMIA TEAM
Quick question.
What’s worse? Using the word ‘bangers’ to describe a woman’s breasts or a whole bunch of people taking issue with a gay man appearing on their television screens?
Welcome to the perverse world of advertising complaints; where the outrage is high, the angry letter writing regular and the offensiveness radar is completely out of whack.
The latest target of bizarre viewer dissatisfaction is Target themselves and more particularly, their new face of the brand, British stylist Gok Wan. Here is the ad in question
http://www.youtube.com/watch?feature=player_embedded&v=BITFerRrXEo
A number of viewers, took issue with this commercial. In particular, they got peeved about Gok’s use of the phrase “your bangers will never feel more loved,” when talking about properly fitter bras. There were also complaints about Gok’s description of breasts as ‘assets’.
Now, language is subjective and if these descriptors of women’s breasts upset some viewers then that’s fair enough. We’re all offended by different things and if ‘bangers’ isn’t really your thing, then okay. There’s a reason the Advertising Standards Board exists; they hear all these complaints and get to make a call about what is reasonable language for television and what isn’t.
But many of the complainers weren’t upset about the word ‘bangers’ being used on TV, so much as they were insulted that a gay man was using the word bangers on TV. A surprisingly large proportion of those who complained, brought Gok’s sexuality up as somehow relevant to their outrage.
One or two of the criticisms merely argued that it was not okay for a gay man to be using the word bangers, just as it would not be okay for a heterosexual man. Others appeared to be outright offended that a gay man was allowed on television.
“Who on earth calls their breasts ‘bangers’ and why do we have to watch an obvious gay man talking about women in this way? It is insulting.”
“Its an offence to any decent person to watch some queer guy advertising and blaspheming and using insulting descriptive words re a woman’s body and to be prancing around half dressed guys. A female body is a beautiful thing, not to be cheapened by a poofter calling breasts bangers.”
“BANGERS”!!! I WAS BREAST FED, NOT BANGER FED! It’s an insult to sooooo many Aussie men and woman to see poofs on tv but you let it happen. I haven’t even started stirring up the national CWA clubs yet so look out!”
Don’t get us started on the irony of complaints about offensive language, using offensive language.
Target has since responded to the complaints. They are standing by Gok and have questioned why their spokesman’s sexuality needed to be brought into the debate in the first place. Target said in a statement:
“Gok Wan was chosen as a brand ambassador for Target because of his personality and reputation, not his sexuality… He feels good about who he is as he is…He is playfully irreverent, colourful and fun. He has a great capacity for making other people feel good about themselves too.
Target strongly believes that a person’s sexuality is irrelevant to their worth as a person. Target makes no apology for using a gay man in its advertising and we do not believe that this should be grounds for upholding a complaint.”
Most of the genuine offence seems to be because of the Australian use of the word ‘bangers’. That is sausages. Meat. But Target assured the public that the word was not supposed to be viewed as derogatory – and was certainly not meant to imply that women’s breasts were meat.
The Advertising Standards Board have considered Target’s ad carefully and concluded that the word ‘bangers’ was not used in a derogatory way and so, the commercial doesn’t breach any advertising guidelines and will continue to air.
So – over to you. Do you find use of the word ‘bangers’ to describe breasts offensive? Why do you think people decided to bring Gok’s sexuality into a debate about an entirely different topic? Do you think we’re simply unused to seeing openly gay men on our television screens?
Top Comments
I just find his affected manner tiresome, but then I don't shop at target and generally couldn't care less about their ads. more offended that they are using cheap asian labour to create items and that so many australians tacitly approve of this by buying from them
I've just seen targets latest ad obviously aimed at Melbourne cup and Gok doesn't do anything offensive in it, however I just can't stand these ads, it's because there is something patronising about the ads, like we women are too stupid to know how to dress ourselves, it doesn't matter that's it Gok, I felt the same about that awful Trinny and Susanah who used to grab at women's breasts and say awfully patronising things to them etc.
There is one thing to have a stylist give you a little help but quite another when you feel that the person is being patronising.
The irony is that very few of these so called TV celeb stylists who think they are God when it comes to clothes know how to dress themselves, very rarely do I see any of them wear clothes that make them look good. As far as Gok's sexuality goes though I think the point people are making about the whole "bangergate" is that a heterosexual man would be called sexist if he used that kind of language, so in that sense his sexuality is relevant. Also it's this whole "bitchy queen" tone that comes with it, the sad thing is I have seen Gok on one of his shows and I actually get the feeling that he is a nice guy but plays up the bitchy queen tone for the TV. I think the fact that many gay men are encouraged to be bitchy on TV makes people homophobic, I have met men in real life who are gay and not like that at all, but it's rare to see that kind of nice, kind gay man on TV.
Also I do find it somewhat patronising and weird to receive advice on what a woman should wear to look attractive from a man who doesn't find woman attractive. Of course the argument could be made that the same applies to female heterosexual stylists, but the difference is that hopefully being women they have a bit of an understanding as to what women find comfortable.
All in all though I know what I like and what looks good on me and I don't want some patronising stylist, gay, straight, male or female telling me what to wear. Just show us the clothes on a variety of models with different figures and I can decide for myself whether that style will suit my figure.