16 August 2013 - 8:49am | posted by | 4 comments

ASA confirms complaints over controversial taxi ad condemned by rape charity

ASA confirms complaints over controversial taxi ad condemned by rape charityASA confirms complaints over controversial taxi ad condemned by rape

The ASA has confirmed that it has received three complaints over an advert for a taxi firm that has been criticised by a rape charity for the way it shows a woman in distress.

The advertising watchdog told The Drum that the complaints – which say that the ad is offensive because it suggests the woman had been attacked and could have avoided that by using the advertiser’s taxi services – are currently being assessed.

A decision on whether or not to investigate the Data Cars ad is expected to be made next week.

Data Cars manager Les Chapman said: “The way we viewed the image, it is simply a girl who has gone out on a hot summer evening and the predicable British weather has opened the heavens and she got soaking wet.

“This is something we see every year and this year we decided to place an advertising campaign with this in mind.”

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Comments

16 Aug 2013 - 11:53
scritty's picture
27
comments

Without being told the girl is supposed to have been raped it is not something that springs to mind. She just looks wet and pi$$ed off. Do we now have to legislate for people's over active imaginations as well now? We move one step closer the the "thought police" with this kind of over reaction.

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16 Aug 2013 - 13:34
hello72583's picture
9
comments

I think its the words the ad uses and the context of the image thats causing problems.

"Should have used Data Cars"

To me provokes the viewer to assume she used a competitor taxi service and was thus raped. Perhaps akin to:

"Should of gone to specsavers" instead of VisionExpress.

Had the words in the ad been:

"Cold, wet?.... Should have used Data Cars" then this instead implies that public transport would of been the better option.

As for this: Data Cars manager Les Chapman said: “The way we viewed the image, it is simply a girl who has gone out on a hot summer evening and the predicable British weather has opened the heavens and she got soaking wet.

A hot summers evening?!!!

I'm not seeing that AT ALL!

The image choice is just wrong entirely.

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16 Aug 2013 - 18:16
keith_hague's picture
5
comments

Even if the implication is that data cars are safer than other modes of transport or even other taxi firms are they not entitled to make such a claim? Is this not a clear benefit?

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16 Aug 2013 - 22:25
jeann20426's picture
25
comments

Using rape as a selling point seems to be going a bit far. At the least, I'd put this company on my "do not use" list.

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