Javier Correas — March 10, 2007 — Fashion
References: theorangemarket
This is the picture for the new campaign by Armani, made to promote their line of clothes for kids, but critics are suggesting that Armani is promoting something else according to the image chosen. Two Asian girls, about five years old, with their faces covered in make-up and one wearing a bikini.
That's why the Institute for the Defense of Children in Spain (Defensor del Menor) is demanding the removal of such pictures in the campaign. They allege that these photos promote sexual tourism. Such statements are made after they knew that the girls were chosen specifally to gain the attention of adults.
This kind of advertisements are confusing in first place for adults, it makes them pay attention to know if they are looking at children or women. And they are also confusing for kids as well, because they suggest a false ideal of what children should look like and dress like.
Is it just something to get attention or a trend in marketing to kids?
That's why the Institute for the Defense of Children in Spain (Defensor del Menor) is demanding the removal of such pictures in the campaign. They allege that these photos promote sexual tourism. Such statements are made after they knew that the girls were chosen specifally to gain the attention of adults.
This kind of advertisements are confusing in first place for adults, it makes them pay attention to know if they are looking at children or women. And they are also confusing for kids as well, because they suggest a false ideal of what children should look like and dress like.
Is it just something to get attention or a trend in marketing to kids?
Trend Themes
1. Child Sexualization in Advertising - Opportunities exist for companies to create ethical advertising campaigns that empower children and promote positive values.
2. Awareness of Critically Evaluating Marketing Strategies - Businesses can innovate by promoting critical evaluation of advertising before it goes public in order to avoid controversy and negative reactions.
3. Social Responsibility in Advertising - There is a growing trend towards corporate social responsibility in advertising that emphasizes respect for children's rights and safeguarding against potential harm.
Industry Implications
1. Advertising - The advertising industry can develop guidelines for ethical marketing practices that protect children's rights and prevent exploitation.
2. Fashion - The fashion industry can take a leadership role in ethical marketing by partnering with organizations that promote healthy and positive self-image for children.
3. Media - Media companies can leverage their influence to raise awareness about the impact of advertising on children's well-being and work together with industry leaders to promote positive change.
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