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Kingsmill Fruit and fibre advert complaint

(319 Posts)
ZigZagWanderer Thu 08-Nov-12 11:42:11

This may have been mentioned before but I would like to know how I go about making a complaint about an advert that I have found inappropriate. I really think it exploits teenage girls.

lozster Mon 12-Nov-12 11:56:03

See, what makes me uncomfortable about this ad is that it blurs the boundaries. The school uniform is normally a sign that the wearer is a child. When it is worn by an adult the meaning is changed. I'm probably influenced here by the fact that 6th forms near me either don't wear uniform or wear a suit. This is why, to me, the female looks far too old for the role.

The second thing that makes me uncomfortable is that I suspect that the brand/ ad people (men????) knew darn well what they were about here. It may be a bit cynical but I imagine this being discussed as 'one for the dad's.' This isn't girls making their own minds up in a truimph of feminism, it is manipulation.

As I mentioned up thread, there are bigger issues in the world, however, my visceral reaction to this was that it was a tad creepy. It stands out which is an ad job done and this makeshift suspect the motivation.

Alisvolatpropiis Mon 12-Nov-12 12:01:15

tethers You are one of them.

And yes, I am. Thank you for validating my choices though. I really appreciate it.

Woozley Mon 12-Nov-12 12:02:29

Men are often aroused by pubescent girls, the vast majority are able to put it out of their minds as being inappropriate. Some will act inappropriately no matter what women or girls wear. Stop putting the responsibility on girls to dress appropriately and more on men, and teaching young lads, to act appropriately.

Alisvolatpropiis Mon 12-Nov-12 12:05:22

Is it not every persons responsibly to behave/dress appropriately?

Alisvolatpropiis Mon 12-Nov-12 12:06:33


And no,I do not mean act/dress appropriately with regard to rape or child molestation before anyone even goes there.

tethersend Mon 12-Nov-12 12:07:30

Fair point about gay designers, Woozley (although the miniskirt was invented by a woman wink)- although I don't think anyone would argue that gay men are the driving force behind the way women dress.

Gay designers know that women want to attract male attention, and you are right, there is nothing wrong with wanting to attract male attention at all. It is they way in which girls feel they should attract male attention which saddens me. Women and girls are rarely given the message that their sharp wit or intelligence will attract the opposite sex; at best, these qualities are seen as add-ons to the essential rules they must follow with their appearances.

Someone joked upthread that long skirts made their calves look big, and someone else joked that this couldn't possibly be their own opinion without ever questioning why big calves are less desirable than small ones.

tethersend Mon 12-Nov-12 12:08:38

"tethers You are one of them."

Again, please point out where I have dictated what anyone should wear.

Woozley Mon 12-Nov-12 12:09:49

But as teenagers they are just learning their own sense of style, how they want to come across to others - did no-one ever get it wrong, or can you not remember back that far, or did you hit 13 and suddenly dress as a 45 year old?

tethersend Mon 12-Nov-12 12:11:37

"Stop putting the responsibility on girls to dress appropriately and more on men, and teaching young lads, to act appropriately."

Yes, this. I agree completely. Which is why I am saddened by the advert which reinforces girls wearing short skirts as a cultural norm and inevitable fact of life, rather than questioning why they feel they need to.

I believe women should be able to walk around in a bikini and be treated the same as if they were wearing a boiler suit. the question I am asking is why they aren't- and this is evidenced by the number of schoolgirls wearing boiler suits.

tethersend Mon 12-Nov-12 12:21:45

As I've already said Woozeley- I hitched my skirt up with the best of them. I wear low cut tops even at the grand old age of 35 (what does a 45 year old dress like, anyway?). But I know why I'm doing it. I'm doing it because it attracts attention from men and women in our patriarchal society. After all, I don't sit around watching Eastenders in heels and make-up, even though I wear them to work. I make choices, but they are choices made knowing what societal expectations of women are. I would not call them free choices, or signs of empowerment.

It's not as simple as anyone who finds fault with this advert = joyless old harridan who wants everyone to wear dungarees.

Mrsjay Mon 12-Nov-12 12:26:39

Again, please point out where I have dictated what anyone should wear.

but you are sort of saying that this girl is dressing to please men the advertisers have got this girl dressed like this to please men this is about rebellion not a mini skirt and if you go into any high school today you will see girls dressed like this.

MY eldest daughter was 17 and wearing a school uniform infact she was 18 and wearing a school uniform as we do 6th form in high school here so she was an adult dressing in a uniform , not to please men because that is what she had to wear somedays she wore trousers somedays she wore a skirt and yes sometimes it was a bit teeny tiny like the girl in the advert not with those god awful socks though

tethersend Mon 12-Nov-12 12:32:04

"but you are sort of saying that this girl is dressing to please men"

Sort of saying? That's not the same as saying it. Girls wear short skirts for a number of complex reasons- I am arguing that the driving force behind most of these reasons is to attract male attention within the narrow constructs allowed in a patriarchal society. Not because a man told them to.

Besides which, I have told nobody what to wear, and would love to see any evidence of me doing so.

piratecat Mon 12-Nov-12 12:32:04

skirt's too short. knee socks are too like stockings.

looks cheap. i saw this for this first time this morning and raised me brows in a oh ffs manner.

hoodoo12345 Mon 12-Nov-12 14:24:45

I can't say any alarm bells rang when i watched this ad the other day, i am much more offended by Rihanna and the like.
Saying that none of the teenagers at my DD's school dress like the girl in the advert, its all trousers.

Everlong Mon 12-Nov-12 14:29:11

But Rhianna isn't portraying herself as a school girl.

Our objections are NOT about what the girl in the ad is wearing; they are about the fact that some advertising suits saw fit to to use this stereotype of adolescent 'rebellion' in some ad for bread ffs.

Just for the record: I am not in the least offended by the ad, but by the use of the 'short skirt-overknee socks combo' as a short cut for 'young woman'.
Whether she is 15 or 16 or 20 in RL doesn't come in to it IMO.
And as I said it's not very rebellious anyway as most schoolgirls I see passing our house every day dress exactly like that.

cumfy Tue 13-Nov-12 14:19:15

<Proffers Kingsmill biscuit>

YouAreAllOld Sat 17-Nov-12 14:58:15

Message deleted by Mumsnet for breaking our Talk Guidelines. Replies may also be deleted.

cumfy Sat 17-Nov-12 22:37:57

Really ? I thought that's what my biscuit said. grin

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