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Wednesday, January 23, 2013

'Rosie's not too sexy': What watchdog had to say about M&S advert featuring model promoting her lingerie range


Controversial: Rosie Huntington-Whiteley is pictured posing in floral underwear for the M&S advert. The advert drew complaints which have since been dismissed by the Advertising Standards Agency

Images of Rosie Huntington-Whiteley gyrating in her underwear were designed to improve sales of her lingerie range at Marks & Spencer.
However, the moving video posters left little to the imagination and drew complaints that they were overtly sexual, explicit and even degrading to women.
But the Advertising Standards Agency has today dismissed those complaints ruling that the advert was not too raunchy and designed to show the range off 'in the best possible light'.

'Not overtly sexy': The model was promoting the range that she designed for the high street giant

The 25-year-old British model and actress has been proven to have something of the Midas touch for brands she is associated with, including M&S and Burberry.
Certainly, her lingerie range has been one of the few success stories at M&S, which has gone through troubled times in recent months.
The first video poster showed her in a green bra and knickers, turning as if posing in front of a mirror, while the second involved similar poses in a purple bra and knickers.

Tasteful: Rosie Huntington-Whiteley poses in the M&S advert, left, and at the official launch of her M&S collection in London last August, right

The third, in which she wore a flowered pattern lingerie set, was the most risqué in that she was seen turning and showing her bare back and much of her bottom.
Some people who saw the advertisements felt they were overtly sexual and unsuitable to be seen by children, while a number complained that they reinforced sexual stereotypes of women.
The Advertising Standards Authority (ASA) has issued a ruling today rejecting a total of seven complaints and clearing the video posters to run again.

Sales boost: The high street giant said that the adverts were designed to be 'soft' and 'sophisticated'

‘M&S said additionally the brand values were that the range should stand for making women feel attractive and sensual from the confidence of wearing elegant and sophisticated lingerie.
‘They refuted any allegation that the range or supporting campaign was degrading to women or reinforced sexual stereotypes of women.’

source: dailymail

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