H&M’s newly released “Back to School” advertising campaign has been suspected of sexually targeting girls.
The problem is applying adult sexual ‘attractiveness’ to children
According to CNN and Daily Mail reports on the 22nd (local time), on the 18th, H&M in Australia posted an advertisement saying, “Make those heads turn in the new semester” along with a photo of a child model wearing a school uniform.
The commercial drew strong criticism right after it was released. In particular, the expression “Make those heads turn in,” which means “appealing to someone,” came under fire.
This is because it is interpreted as inducing sexual objectification by treating children as “attractive objects.”
According to the Daily Mail, a netizen responded, “It doesn’t matter who’s attracted to children. They just want to have fun.” Regarding the campaign, some asked, “School uniforms are meant to eliminate the gap between poverty, but what are you thinking about selling school uniforms by the brand?”
Dr. Pam Spur, a renowned British psychologist and broadcaster, also strongly criticized the advertisement on her social media as “shameful child exploitation that encourages pedophilia.”
As the controversy grew, H&M deleted the advertisement and posted an apology saying, “We deeply apologize to customers who felt offended by this.”
Pedophilia, controversy in line with ‘high-teen’ trend
In general, Western cultures are known to apply strict standards to activities involving minors.
In particular, the advertising campaign of “School Concept,” which borrows students’ unique charms, has been criticized for being able to sexually target children and strengthen their lookism.
However, recently, social media and other influences have created a “high-teen” craze around the world that emphasizes “student attractiveness.” As a result, controversy over the targeting of minors has intensified as related campaigns are being staged in the fashion, advertising, and beauty industries.
In September last year, British cosmetics brand Rimmel London was also heavily criticized for its so-called “high-teen” concept advertisement called “Back to School.”
They advertised the phrase “Get ready to kill the new semester” with famous influencers and held a “popular cosmetics sale for the new semester.”
Criticism has been poured into creating anxiety by encouraging young students to “take care of their appearance to be ready for the new school year.”
Rimmel London explained that the “back to school” campaign was not forcing students to wear makeup, but aimed at women between the ages of 18 and 35 who were interested in cosmetics and fashion.
However, in December last year, the British Advertising Standards Commission (ASA) determined that the props, background, and terms used in the advertisement reminded students of them.
In particular, the committee stated that the advertising phrase using the expression “killing it” implies that “makeup will give you confidence.”
The ASA banned the ad, concluding that “it is an irresponsible campaign that encourages young girls’ anxiety about their appearance.”
SOPHIA KIM
ASIA JOURNAL
