MEDIA: WHAT THE PAPERS SAY; Advertising blunders embarrass Ford

Poor old Ford. Not only blushes all round for discolouring workers’ faces in their advertisements, but it received a second kick in the backside for featuring a model’s derriere in their in-house magazine Ford News. ‘Blatantly sexist’ and ‘offensive’ was how one manager saw it, prompting the whole edition to be pulped and reprinted.

Poor old Ford. Not only blushes all round for discolouring workers’

faces in their advertisements, but it received a second kick in the

backside for featuring a model’s derriere in their in-house magazine

Ford News. ‘Blatantly sexist’ and ‘offensive’ was how one manager saw

it, prompting the whole edition to be pulped and reprinted.



Earlier in the week, Ford had a lot of back-pedalling to do when the

story leaked that ad agency O&M had printed an ‘ethnically cleansed’ (as

the Daily Star put it) ad originally meant for the Polish market. Ford

was accused of ‘putting race relations back ten years’. Two ‘blatant’

errors in a week - not even Shell managed that. The weekend features

were concerned about the whole issue of racial minorities in

advertising. The Times pointed out that Ford was originally trying to

show the ethnic mix of its workers, therefore the decision to change the

image on the basis of its customers was irrelevant. The Sunday Telegraph

called the episode a ‘cock-up, not a conspiracy’.



Evaluation and analysis by Carma International. Cuttings supplied by

Standard Press Analysts. ‘What The Papers Say’ can also be found at :

http://www.carma.com/carma



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