An Audi commercial in China compared women to used cars. It didn't go well.
20 July, 2017, 01:55
An Audi spokesman told the South China Morning Post that the auto markes were looking into the advert, which had been made with a joint venture partner. She then takes a last look at the bride's chest before a caption declares: "an important decision must be made carefully".
The second hand vehicle commercial shows a wedding interrupted by the mother of the groom who inspects the bride.
The groom's mother suddenly interrupts the ceremony to inspect the bride.
Because the mother-in-law gives her permission to her son to marry the bride, the advert has also generated debate about contemporary marital values.
German auto brand Audi is facing a fierce backlash on social media over an advert aired in China which is being accused of objectifying women in a sexist manner.
Audi didn't immediately respond to an email, and Ogilvy China declined to comment. She shushes him, puts him on a speed boat, races him through the jungle and brings him to a room where she hooks him up to a lie detector test to learn whether the "I love you" is for real.
Audi (as above) says it was produced by a joint venture partner but such is marketing in China.
The anger over the China advert comes just a day after an announcement by the UK's Advertising Standards Authority which bans adverts encouraging gender stereotypes.
The point of this spectacle is to suggest that this sort of rigorous inspection is similar to the one enjoyed by Audi's used cars.
The controversial commercial was removed from official online Audi channels, but copies of the ad went viral on Chinese social media. Audi sales in China were down 15% in the first half of 2017. Women are under a lot of pressure to marry in China, where after a certain age they are considered "leftover women".
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