★ GAMES ★ EDITEURS ★ OFFENSIVE US GOLD ADVERT HAMMERED (NEW COMPUTER EXPRESS) ★ |
| Offensive US Gold advert hammered (New Computer Express) | Games Editeurs |
Games publisher US Gold has been rapped by the Advertising Standards Authority (or its portrayal of women in a publicity campaign. The ASA received eight complaints about US Gold's ad for Psycho Pigs UXB. When the ad was shown in various computer magazines last summer it prompted industry protest - it has since been pulled. The ad depicted two young men looking up at a poster hoarding of a scantily clad young woman in seductive pose. She was holding the game The ad was captioned MI know which one I'd rather play with", with a reply: "Yes, but have you seen the reviews for Psycho Pigs UXB" The people who complained all considered the ad to be “offensive and exploitative". The ASA's verdict is accompanied by a condemnation of the widespread use of semi-nude models to sell products. The Authority reminds advertisers to consider those people who are offended by the “gratuitous portrayal of semi-naked woman as an attention getting device." US Gold's Tim Chaney explained to Express: “It was a funny ad and the intention was to be humourous. Obviously we're sorry if anyone was offended" However, insiders suggest that US Gold is surprised by the response and that the firm considers it is simply ahead of its time. Apparently, the firm privately feels the ad would be considered normal in European computer mags and that it had simply tried to bring successful continental ploys to the UK. Despite the advertisement's implication that Psycho Pigs, had received good reviews, the game was almost universally panned by computer magazines. New Computer Express #12 (01-1989)
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