A controversy has erupted on social networks in Japan after the candy company " Morinaga " carried out a dynamic in which various artists made illustrations to promote their product line "Morinaga Ice", which includes ice cream and other products. However, it was the illustration created by the artist "NAKAKI PANTZ" that generated great controversy.
The illustration in question shows a woman in a small pool while reading a magazine. The controversy is that, in addition to wearing beachwear, one of the company's ice cream products appears near her, covering her crotch. This has led a variety of people to claim that this depiction lends an erotic connotation to the image, which is inappropriate considering these products are primarily aimed at children.
Negative comments collected by a popular feedback forum in Japan reflect user discontent:
- « I couldn't believe my eyes. A large candy company, promoting itself in this way? Unnatural and offensive compositions that put the female body as an object. When a big brand makes a mistake of this magnitude it seems that it contaminates all its products ».
- « Of course this would become controversial nowadays, why haven't the big companies understood it? Do you think bad publicity will increase your sales? I remember when I worked for a commercial production company, my superiors warned me when I submitted a proposal to drop food, because it reminded them of defecation. That's the kind of thing that companies should be most concerned about ."
- « If the PR person who made the decision to use the sexual objectification of women in advertising these days is not fired, there is no future for this company. It's in very bad taste. And stop using artificial sweeteners. It is clear that it has gone wrong ».
- « I feel very uncomfortable with all this, the ice cream product is supposed to be the center of the image, but everything seems to be focused on his crotch. The illustration is quite good, but it was not to be placed in advertising for a product for all ages. It is a pity that companies think little about their promotions ».
- « I used to use your products for cocktail preparations, but I don't buy them anymore. I can't believe they use women as objects for sexual pleasure in their promotions. And children buy their products too, did you know? How do you think of putting this type of illustration on billboards? ».
- " If it was fan art or a personal drawing, it might still be acceptable, but putting it in an ad, I mean, in a situation where you expect a lot of people to see it... Companies are really stupid nowadays. "
- « Today, the Internet is plagued with "brain perverts", where people are able to detect and perhaps over-interpret these details. Morinaga is one of the worst companies in terms of female representation, and with this they sink more and more ».
Concern about how big brands handle their advertising and gender representation is evident in these comments. While some argue that the illustration is an inappropriate and objective representation of the female body, others criticize the company's insensitivity in using this type of image in promoting its products aimed at children.
So far, the company "Morinaga" has not issued an official response on the controversy and the original post on Twitter is still available. However, the discussion continues on social networks, where users express their discontent and expect an explanation from the company regarding the choice of this illustration for its promotional campaign.
Source: Yaraon!
