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Volkswagen South Africa told to pull ‘sexist’ advert for Amarok V6 bakkie
The Advertising Regulatory Board (ARB) has called on Volkswagen South Africa to withdraw a radio advertisement for the Amarok V6 after a complaint branded it “extremely sexist”.
Professor Susan Goldstein lodged the complaint with directorate of the ARB, submitting that the commercial (which was aired on 702) represented “gender stereotyping” and was “harmful” in a local environment of “toxic masculinity and among the highest rates of gender-based violence in the world”.
The radio advert depicts a man shopping for shoes with his female partner, with the voiceover stating the following:
“It’s dusk and you’re in unfamiliar territory, surrounded by predators hunting for fresh prey. And they found it. 50 percent off all shoes. They attack, lunging mercilessly. As you guard the 12 shopping bags, seated on a bench alongside the other men, you watch the feeding frenzy take place. This is Shoe Sale Country and you don't belong here, man. This is not your habitat, so go where you belong in the V6 Amarok. Visit your Volkswagen dealership for great Amarok V6 offers today, man.”
www.carmag.co.za
The Advertising Regulatory Board (ARB) has called on Volkswagen South Africa to withdraw a radio advertisement for the Amarok V6 after a complaint branded it “extremely sexist”.
Professor Susan Goldstein lodged the complaint with directorate of the ARB, submitting that the commercial (which was aired on 702) represented “gender stereotyping” and was “harmful” in a local environment of “toxic masculinity and among the highest rates of gender-based violence in the world”.
The radio advert depicts a man shopping for shoes with his female partner, with the voiceover stating the following:
“It’s dusk and you’re in unfamiliar territory, surrounded by predators hunting for fresh prey. And they found it. 50 percent off all shoes. They attack, lunging mercilessly. As you guard the 12 shopping bags, seated on a bench alongside the other men, you watch the feeding frenzy take place. This is Shoe Sale Country and you don't belong here, man. This is not your habitat, so go where you belong in the V6 Amarok. Visit your Volkswagen dealership for great Amarok V6 offers today, man.”
Volkswagen South Africa told to pull ‘sexist’ advert for Amarok V6 bakkie... - CAR Magazine
The Advertising Regulatory Board (ARB) has called on Volkswagen South Africa to withdraw a radio advertisement for the Amarok V6 after a complaint branded it […]














