Natalie
Portman Dior mascara ad was banned in U.K. because the Natalie’s eyelashes were
just too long. Her lashes can mislead consumers about the efficacy of the
mascara and they will complain after and be unsatisfied. It is considered as a
false advertisement. The lashes were so long and so full not due to the product
but because a digital enhancement through Photoshop.
The ASA
(Advertising Standarts Authority) does not ban an advertisement only because it’s
a Photoshop retouch only if it could be misleading.
From the
other part Dior claim that the Natalie Portman pics were intended for a
lipstick ad but later they were repurposed. And her lashes are not false, they
were only retouched digitally.
The rival L’Oreal,
complain at ASA for this advertising, although L’Oreal has been one of the
biggest offenders on exaggerated beauty ads, and was banned many times.
Anyway
according to ASA, the claim of the product “lash-multiplying effect volume and
care mascara” went too far.
But we
think that consumers are customized to the fact that products aren’t as they
look in ads. In U.K. the Authorities are asking more and more for realistic standards.
Hope that
advertisers will make more moderate ads so buyers will know what to expect from
the product.
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