STOP EXPLOITING WOMEN
( Reproduced articles about a South African advertising campaign featuring a spanking game . )
Click below to play the game :
( The current updated " egalitarian " image . )
( From : Daily News
, February 28, 2005 , YDE
is a South African clothing
chain . The author , Donna Limbouris , has her own views about
spanking , as shown in this article . )
YDE is advertising
its new range of "Brand Spanking New" clothing once again by
exploiting the women of South Africa.
Apart from their offensive shop fronts, there is also a game on their
website featuring the same model's bruised bottom.
Browsers are supposed to spank the model's bottom with a mouse controlled
paddle. This is absolutely unacceptable and perverse.
While YDE's campaigns generally have a reputation of perverse irreverence
and irresponsibility, this is without a doubt the most irresponsible and
damaging campaign I have ever seen in South Africa.
Pitched at young people, this campaign encourages a disastrous attitude
towards women and their bodies, violence against women and deviant and
irresponsible sexual behaviour.
It used to be that those who wanted to look at pornographic material had
to seek it out. Today, it is publicised to the degree that those who
delib-erately seek to avoid it fail at every shopfront.
To make matters worse, YDE protects themselves with a cover of Aids
awareness packaged in a "hip, irreverent way" that is supposed
to successfully target young people, while really they are the kind of
insidious capitalising force that encourages total self-gratification at
the expense of others.
In a country obsessed with Aids awareness and gender related
discrimination, why is no one connecting the dots?
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WICKED ADS FROM YDE
(
From : MARKETING
WEB 23 , February , 2005 . This article puts the campaign in
perspective , especially in regard to SPANKING
EGALITARIANISM .
Young Designers Emporium, better known as YDE, has embarked on a somewhat cheeky and controversial poster campaign to introduce their "brand spanking new" fashion to consumers.
YDE Managing Director Paul Simon and Creative Director Sam Coleman had a very specific brief in mind for the team at Saatchi & Saatchi Cape Town: to introduce the new fashion season in a fresh, irreverent way that would appeal to a retail audience.
“The YDE brand is inspiring,” says Conn Bertish, Creative Director of Saatchi & Saatchi Cape Town. “It promotes fresh thinking and fresh design with a healthy dose of playful sexiness. Who wouldn’t want to get spanky with it?”
The “Brand Spanking New Fashion” poster campaign depicts a girl and a guy who has clearly had a spanking on the buttocks and now carry with red spank marks in strategic places. The scene is very playful, sexy and retro-romantic with funky furniture, bedding and old school wallpaper.
“The intention is not to shock”, says MD, Paul Simon. “I think the reaction we are after is for people to see that we go out of our way to communicate what could sometimes be dull sales messages in a unique way that is always entertaining. We try to have fun and be clever and people appreciate that. We don’t take ourselves too seriously and neither should the public,” he commented.
Three variations of the poster have been created by Saatchi & Saatchi Cape Town and will be displayed in store windows of all twelve YDE outlets nationally for a period of eight weeks [from Wednesday, 23rd February 2005]. Further to the posters, YDE will be giving away “Brand Spanking New Fashion” key rings to the first 400 customers to enter their stores during this period and patrons will also be able to play a “spanking” game on YDE’s website, www.yde.co.za.
“We feel that the end product from the agency fits the brief nicely and that it will go a long way in achieving our goal. We find that when we communicate in a surprising way, it automatically drives word of mouth, which ultimately drives sales,” concluded Simon.
