The German sportswear retailer, Puma, has pulled a line of limited edition trainers featuring the colours of the UAE flag after complaints that they were disrespectful.
These commemorative trainers were created to mark the 40th UAE National Day, but rapidly caused uproar amongst Emirati consumers.
The word’s third-largest sportswear brand released an emailed statement affirming that “Puma took the feedback from our consumers very seriously and has indefinitely actioned the removal of the shoe from all stores.”
Behind the News:
In Arab culture, the shoe is considered dirty because it is on the ground and associated with the foot, the lowest part of the body, which prompted complaints that featuring the national colours trainers was culturally insensitive.
Moreover, the flag is a sacred symbol for the UAE and due to this, many felt that Puma had trivialized it by using the flag’s colours on its trainers.
Puma issued a statement in which the retailer apologised for this grave cultural misunderstanding, emphasising that “the shoe was never intended to upset or offend our customers here in the Middle East, but to give the people of the UAE a piece of locally-created design as a symbol of recognition of this great occasion.”
An Arab expat working in the UAE said that “big brands have to realise that you cannot have one idea for the whole world. Each area you operate in has to be have tailor-made solutions. Especially here in the Middle East, where cultural sensitivities are key, you have to be very careful. “Read More
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A French anti-smoking campaign showing teenagers in a pose suggesting oral sex has caused an outrage in France. According to critics the ads trivialise sexual abuse and distract from the real health threats caused by smoking.
Behind the News:
Although French advertising agencies are known for their tendency to use sexual references in their campaigns to increase consumer awareness, the posters for the Non-Smokers’ Rights Association Droits des Non-Fumeurs playing with the image of fellatio are regarded as going one step too far by the French.
The ads which are respectively showing one teenage girl and two boys kneeling in front of an older man having a cigarette in their mouth which seems to point at the man’s trousers feature the slogan: “Smoking Means Being a Slave to Tobacco.”
According to the association who commissioned the campaign, the posters do not illustrate sexual abuse in any form. They were created to shock young smokers and alter their behaviour which traditional campaigns are failing to do due to their low impact.
Despite tobacco being acknowledged as a serious health risk, being the number one cause of avoidable deaths (half of French students over 14 have tried it), many people regard the ads as unacceptable. According to a spokeswoman of the feminist pressure group Chiennes de Garde, it is “inadmissible” that an image implying sexual abuse should be used for an anti-smoking campaign and a spokeswoman of the conservative group Familles de France said that she plans to lodge a complaint with the French advertising standards watchdog.
Although these ads are only going to be published in France it is very likely that a similar outrage would be caused in other countries. Despite the fact that shock advertising is widely used around the world it has always been the most controversial form and advertising agencies have to be aware of the cultural standards in their country in order to launch a successful campaign.Read More
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