For Some Reason, People Found This “Sexy” Forklift Ad Offensive
10:30 am, February 19th | by Colette McIntyre
A New Zealand forklift proprietor, Independent Forklifts Limited, has been sanctioned for featuring a “sexualized and objectified” woman in their advertising campaign.
In the ad, a woman wearing fetishistic clothing stands before a forklift, a heavy chain in her hands. The text reads, “You know you’re not the first…But does that really matter? Used Forklifts.”
I’m just surprised that forklifts even have advertisements — doesn’t it seem like the person going out to buy a forklift is going to purchase one whether or not your company has a half-naked lady parading around the merchandise or a Sky Dancer billowing in the breeze? If even forklifts need sexualized women in their ads, why stop there? I want sexy tractors (“Save a cowboy, ride a tractor”), sexy cement mixers (“This concrete isn’t the only thing that’s hardening”) , and sexy septic tanks! (“Your septic tank needs periodic preventative maintenance…just like this sexy woman’s body? …HOT HOT HOT!!!) WARNING: Do not operate heavy machinery under the influence of this much SEXXXXX!!!
New Zealand’s Advertising Standards Authority has determined that the ad in question uses inappropriate sexual appeal to sell its product. The Complaints Board found the forklift campaign in violation of the Advertising Code which states that products cannot exploit degrading sexual images, especially when said products are unrelated to such images.
A set of guidelines that bans the offensive and exploitative use of sexualized images of women in advertisements out of a sense of “social responsibility”? ISN’T THAT A NOVEL IDEA, AMERICA?!
The complainant said that Independent Forklift Limited’s “sexualizing and objectifying of women for commercial advertising” was “troublesome and irritating,” continuing, “It becomes a sort of attention-seeking behavior that is in many ways detrimental to how all women are viewed.”
If anyone finds a good deal on airplane tickets to New Zealand, you be sure to let us know.
[Photo via Shutterstock]