Comments on: Encouraging Product Labeling with Images of Sexual Harassment

By: Violence or Bondage in a Lingerie Store Display? » Sociological Images

Violence or Bondage in a Lingerie Store Display? » Sociological Images — Mon, 29 Mar 2010 04:32:02 +0000

[...] or entertainment (see the trailer for the movie Bounty Hunter, vintage Betty Crocker ad, PSA for labeling cleaning products, violence against women in prime time, ad for CSI, t-shirt to show team spirit, ad for shoelaces, [...]

By: Sabriel

Sabriel — Tue, 24 Nov 2009 22:56:50 +0000

…wow.

Method has just lost me as a customer as well. I’m surprized. Method was one of those brands that I “liked” as much as you can like a brand. :-/

By: Jonja

Jonja — Tue, 24 Nov 2009 18:30:26 +0000

There are other ways of telling it. Method’s advertisers were just too lazy to think of those other ways, so they relied on an old, harmful trope.

By: Miriam Heddy

Miriam Heddy — Tue, 24 Nov 2009 15:34:38 +0000

It’s a form letter. I’ve seen others posting the very same letter. Also, I specifically made mention, in my letter to them, of their use of metaphor, so the response back reminding me that it’s figurative and not meant to be taken literally makes no sense in light of my letter, but does if their point was to presume that any objection to the video is the result of an uneducated misreading, not a reflection of the actual content.

By: bobsfrankenbeans

bobsfrankenbeans — Tue, 24 Nov 2009 15:26:47 +0000

Was this an automatic response or do you think they actually responded to your message? I would assume that it was automatic… and, if so, I’m baffled at their blatant admittance of the vulgarity of their commercial, not only in the text of the email – but in the fact that they already had a PREPARED message addressing the issue.

gross.

By: Miriam Heddy

Miriam Heddy — Tue, 24 Nov 2009 15:15:55 +0000

What’s even more fascinating, I think, is what happens when you email them with a response. I got back the following form letter:

———————————————————————
Thank you for your feedback on our “Shiny Suds” video.

We sincerely apologize for any offense taken to our video. As creators of eco-friendly cleaning products, we believe people have the right to know what is inside the cleaning products they use. Our goal was to connect people to their local representatives and congress people to affect change.

“Shiny Suds” is intended to create a conversation and not to be interpreted literally. Many people aren’t aware that traditional cleaners may contain ingredients that are harmful to the environment and potentially harmful to themselves and their families. Our intention was to personify the dirty chemicals many household cleaners can leave behind through the animated bubbles, in the style of a classic cleaning commercial.

We are a values-based company, and in no way do we condone or promote harassment of any kind. We appreciate your feedback and will certainly take it into consideration. Consumer insights, such as yours, will inform future projects.

We are truly sorry that our video offended you.

Thank you for taking the time to reach out to us with your concerns.

——————————————————————–

Notice the patronizing presumption that complaining viewers are unable to understand that advertising is “not to be interpreted literally”!

And Method tells us that their model was “classic cleaning commercials” yet don’t acknowledge that the original SC Johnson “scrubbing bubbles” commercials did not equate “clean” with sexuality, nor does Method acknowledge that equating violence against women with “dirty” talk effectively diminishes its impact on real women.

They use the phrase “values based company.” But upon what values are they based?

Sometimes, the follow up is almost as interesting as the original gaffe in terms of revealing the company’s thinking.

By: Alina

Alina — Tue, 24 Nov 2009 06:18:40 +0000

Good thing I avoid this situation altogether by just never cleaning my shower.

By: Reblog Mixed Messages: Gender, fashion, advertising… sigh « Mulberries and Dew

Tue, 24 Nov 2009 04:35:52 +0000

[...] And then there is the issue of product labeling…. Encouraging Product Labeling with Images of Sexual Harassment. [...]

By: MTHS

MTHS — Tue, 24 Nov 2009 03:35:41 +0000

Duh, we know what they’re trying to say; we object to the way they chose to say it.

By: Nataly

Nataly — Tue, 24 Nov 2009 02:12:29 +0000

Great advertising! Now whenever I think about their product/website I feel ill and want to avoid it as much as possible.

By: K

Tue, 24 Nov 2009 01:42:39 +0000

I was thinking the same thing.

By: Emilee

Emilee — Tue, 24 Nov 2009 01:12:57 +0000

Wow…I never thought a commercial would make me feel that creeped out. Good going, Method.

By: Bronwyn

Bronwyn — Tue, 24 Nov 2009 01:03:17 +0000

Method has just lost me as a customer.

By: Maggie

Maggie — Mon, 23 Nov 2009 23:57:06 +0000

This commercial is really upsetting. Seriously, her humiliation is unnecessary and gratuitous. Why the hell did they force us to watch it to get their point? Ugh!

By: Jamie

Jamie — Mon, 23 Nov 2009 22:35:24 +0000

They couldn’t stop it at the “What the F-?” and maybe she’d go out and get the Method cleaner and wash them all away? Instead it has to be about women giving in to such awkward and sexually degrading situations. This is one of those commercials where you remember the advert, but you forget the meaning or product. Completely ineffective, at best. Offensive, at worst.

I’m usually really good about laughing off the ignorance in marketing, but this one actually crossed the line for me. Great post!