The Lewis Oliver Estate's 'WOW!' 'WHAT A PACKAGE' advertising campaign has been cited by the ASA as an example of 'the objectification of men in advertising' as part of its support for International Men's Day.
The event, to be held on November 19, says it will focus on bringing about positive change in the well-being and lives of men and boys and promoting positive conversations about men, masculinity and masculinity. . 
The ASA states that sexist depictions, objectification and irresponsible depictions of body image in advertising are offensive, can have a negative impact on an individual's well-being, and encourage negative stereotypes about men and masculinity. He says it may help.
problematic
This organization chose “Wow!” Explaining their argument in their 'WHAT A PACKAGE' campaign, they said: 'Focusing on the male body in advertising, especially when unrelated to the product or service being advertised, is likely to present men as objects. , it's going to be a problem.”
As The Neg reported at the time, the campaign featured a photo of a man's torso wearing only swimming trunks with the caption “WOW WHAT A PACKAGE” (pictured). A round piece of paper covering the model's crotch reads, “Fully Managed Rental Service.”
The image was unrelated to the advertised service. ”
When the images were published, two members of the public complained to the ASA, saying: “The images are unrelated to the services being advertised and objectify men.”
The ASA accepted the charges and banned the ad because it was “likely to cause serious offense to some people”.
The Lewis Oliver Estate has not yet responded to requests for comment. But they told the ASA at the time: “There was no intention to offend anyone and the ad was intended for lighthearted entertainment.”
The article ASA identifies estate agents' 'male-targeted' advertisements was first published in The Negotiator.
