Independent repairer Strasse Garage has had a promotion banned by the advertising watchdog for using an image which objectified women.
It ran an advert in 911 & Porsche World Magazine which featured an image of the lower half of a woman’s body, in a mini-dress and high heels, underneath a car and surrounded by tools, accompanied by the text ‘Attractive Servicing’.
The Advertising Standards Authority has upheld a complaint that it was offensive and irresponsible.
“We considered that although the image was only mildly sexual in nature, when combined with the phrase ‘attractive servicing’ it had the effect of objectifying women by using a woman’s physical features to draw attention to the ad,” said the ASA.
911 & Porsche World Magazine’s publisher CH Publications stated the ad was designed to be a clever play on the attractive rates offered by Strasse, and Strasse, which trades in Leeds, said it had not received any complaints.