China Daily Global Edition (USA)

Company’s sexist ads offensive and illegal


“IT IS JUICY. Do you want it?” says the text of an advertisem­ent displaying the image of a young woman in bed, her feet chained. The advertisem­ent of Hunan Juewei, a domestic fast food chain company, has provoked a storm of criticism. And it is not the first advertisem­ent by the company to offend people. China Women’s News comments:

As soon as the advertisem­ent was released on the company’s official micro blog it received hundreds of complaints, forcing it to withdraw the poster and apologize.

Yet the day after its apology, Hunan Juewei released a similar advertisem­ent. Its official WeChat account released 10 advertisem­ents this year, of which five had similar demeaning images of women. Is that the enterprise culture of Hunan Juewei?

We live in the informatio­n age, in which almost every enterprise has to compete, in all ways, to attract consumers’ attention. However, in doing so they must follow the basic bottom line of not demeaning and degrading people. The poster has crossed the bottom line, because it exploits women and implies sexually abusing them. Worse still, Hunan Juewei continues releasing similar advertisem­ents, which show it has not recognized its own mistakes.

It should be noted that the advertisem­ents that insult women are not only immoral, but also illegal. The Advertisem­ent Law says that advertisem­ents should not contain anything that implies sex, obscenity, or sexual discrimina­tion. The advertisem­ents of Hunan Juewei have thus broken the law.

By releasing such advertisem­ents, Hunan Juewei should pay for its misdeeds, as well as suffer in the market. Women have their dignity, and when they find they are mistreated, they will complain, even protest against the company.

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