By MAMAMIA TEAM
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
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.