Are you man enough?
I read an article recently in an issue of Marketing about the complaints the ASA (Advertising Standards Authority) has received regarding the new Burger King TV ad. The strapline ‘Are you man enough?’ is said to be questioning the masculinity of boys who choose not to eat ‘junk’ food. The ASA received eight complaints in total which makes me wonder if we are taking this a little too seriously.
I’m all for improving the health of our Nation’s children (which, lets face it - is in an abysmal state) and I’m pleased to see fast food ads being directed away from youngsters, but this ad is targeting men, not boys. I don’t want to delve too far into the ethical issues of marketing fast food in general, but there is definitely a huge distinction between ads aimed at children and those aimed at adults.
The ad is also accused of promoting “a hatred of women”. What? Speaking as a woman, I like the ad, it’s both memorable and amusing. It takes me back to the Yorkie ads with straplines including: ‘Not for girls’, ‘Women - save your money for driving lessons’ and ‘Do not feed the birds’. Brilliant! Why is there still this stereotypical view that women don’t have a sense of humour?