Complete Gardening
The 1980s were a time of bold fashion, cutting-edge music, and groundbreaking innovation. However, the advertising world of that era was also rife with controversy.
Many ads from the 1980s would not sit well with today’s audiences, as they often relied on stereotypes, sexism, or insensitivity. In this blog post, we’ll explore seven such ads that, if released today, would spark outrage and massive backlash.
1. Calvin Klein Jeans Ad
In the early 1980s, Calvin Klein released an advertisement featuring a young Brooke Shields, then just 15 years old. Her provocative line, “You want to know what comes between me and my Calvins? Nothing,” stirred up quite the controversy.
The ad was criticized for sexualizing a minor, sparking debates about ethics in advertising. Social norms today are far more stringent, with greater awareness around child exploitation, meaning such an ad would likely face immediate backlash.
This campaign remains a classic example of how provocative marketing can cross the line, even if it aims to capture attention.
2. Benetton’s ‘United Colors’ Campaign
Benetton’s “United Colors” campaign sought to provoke thought but often stepped into controversial territory. One such image featured a newborn baby, umbilical cord still attached.
The unfiltered portrayal of birth aimed to challenge perceptions but was criticized as shocking and inappropriate for public advertising. In today’s advertising landscape, the use of such graphic imagery would raise questions about the ethics and appropriateness of shock value in marketing.
Brands now walk a fine line, ensuring their messages provoke thought without causing unnecessary distress or offense to their audience.
3. Camel Cigarettes’ ‘Joe Camel’
Camel Cigarettes introduced ‘Joe Camel,’ a cartoon character that became synonymous with the brand. Critics argued it was designed to appeal to children and teenagers, making smoking seem alluring and glamorous.
The controversy led to discussions about the ethical responsibilities of tobacco advertising. Today, such a campaign would be deemed highly irresponsible, given the strict regulations on advertising tobacco products to underage audiences.
Modern advertisers must be aware of their influence on younger demographics and prioritize promoting healthy, safe choices instead of harmful habits.
4. Nivea’s Skin Lightening Ad
Nivea’s skin lightening ad from the 1980s raised eyebrows for its implication that lighter skin was more desirable. The ad depicted women applying cream to lighten their skin tone, a concept that is now seen as promoting harmful beauty standards.
Today, such ads would be condemned for perpetuating racial insensitivity and colorism. There’s a growing demand for brands to embrace diversity and promote true inclusivity in beauty advertising.
Consumers now expect companies to celebrate all skin tones and reject messages that imply lighter skin equates to greater beauty.
5. Pepsi’s Kendall Jenner Protest Ad
While not from the 1980s, Pepsi’s infamous protest ad echoes controversial themes from that era. The ad featured a model similar to Kendall Jenner, trivializing social justice movements by suggesting that a can of Pepsi could resolve conflicts.
The backlash was swift, with critics accusing Pepsi of undermining serious issues. If released in the 1980s, it might have slipped by unnoticed due to less social awareness, but today’s audiences demand genuine sensitivity to social matters.
Brands must now navigate complex social landscapes carefully, ensuring they contribute positively rather than exploit significant issues for profit.
6. Bic’s ‘For Her’ Pens
Bic introduced ‘For Her’ pens, which sparked ridicule for perpetuating outdated gender stereotypes. The pens, in pastel colors, were marketed explicitly to women, reinforcing the notion that everyday products need gender-specific versions.
Today, such marketing would be criticized for its patronizing implication, as society pushes for gender neutrality and equality. Consumers expect brands to offer products that prioritize function over outdated gender norms.
The backlash against gendered products highlights a growing awareness and demand for inclusivity, urging brands to rethink their approach and embrace more progressive values.
7. Chanel’s ‘Share the Fantasy’ Perfume Ad
Chanel’s ‘Share the Fantasy’ perfume ad was renowned for its artistic flair but raised eyebrows for its surreal and ambiguous imagery. Critics argued that it suggested indulgence to the point of detachment from reality.
In today’s advertising world, such a campaign might face scrutiny for promoting escapism in a time when consumers value authenticity and transparency. The ad’s dreamlike portrayal could be seen as out of touch with real-world problems.
Modern audiences appreciate when brands connect with them sincerely, focusing on genuine narratives rather than fantastical escapades.