Advertising ethics are imperative for advertisers to consider when developing any ad that will be seen by a widespread populace. These ethical standards are even more important when the advertisement can be highly controversial or offensive. Failing to consider the consequences of the portrayals of the advertisement's subjects, products, or messages can accomplish the exact opposite of what the ad was attempting to do and garner disapproval for the ads intended purpose as opposed to any measure of support of positive reception.
Balenciaga Is a French fashion house whose creative endeavors are led by creative Director Demna Gvasalia Who is known for his provocative style. Demna has recently apologized profusely on social media for an ad campaign by Balenciaga that backfired horrendously. With imagery featuring children in inappropriate situations with one child holding a teddy bear bag with bondage straps featured prominently across the bag reminiscent of BDSM. Although the fashion house later claimed that the bears are not intended to be indicative of BDSM and are alternatively representations of gothic culture, with dark colors and straps.
Denma apologized through social media and spoke in depth over his regrets in an interview with Vogue. The public was outraged immediately, Whoever the target audience for this ad campaign was, they clearly did not understand nor appreciate the efforts of Balenciaga to create such controversial images to sell products. Denma expressed his alleged deep and sincere regret with the ad campaign. Claiming that no one including himself stated any objection to the idea as the fashion house set about producing this campaign.
The idea campaign and the images made their way through several people‘s approval before being greenlit. Dema States to take responsibility for the ad while apologizing on the house of Balenciaga and himself. Looking back, he claims that he does not understand how he did not see how controversial the images would be, it seems very clearly wrong to him now and the French fashion house will be taking this as a lesson for future endeavors.
This issue demonstrates the vast importance that should be placed upon every creative team dealing with ads or any material that will be viewed by the public at large. Insulting the majority of viewers with inappropriate content that the everyday onlooker would be repulsed by is not an ideal way to advertise. More importantly, however, utilizing children to sell inappropriate products is a controversial tactic because the average person would find that method deplorable. While it is imperative to consider the standpoint and opinions of the audience who will be viewing the content, it is even more dire to avoid taking advantage and exploiting children in such a way that Balenciaga did.
Denma ultimately concluded that in the future Balenciaga would take much more careful steps and ensuring that an event such as this would not happen again through multiple content evaluations as well as taking on a more objective stance himself, when dealing with the observation of important ad content.
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