MEDIA: What the Papers say; Red faces at ITC over black and white issue

The silly season came to an appropriate close last week with reports of the ITC’s ruling on 32 complaints of racism levelled at Persil’s recent TV advertising.

The silly season came to an appropriate close last week with reports of

the ITC’s ruling on 32 complaints of racism levelled at Persil’s recent

TV advertising.



A mere ten news items on the ruling led to more comment in opinion

pieces, editorials and letters, as the media seemed to share a sense of

the ridiculous with the ITC portrayed as ‘busybodies’ by the Daily Star

and ‘in a particularly excitable state’ by the Daily Express. Both the

ITC and Lever Brothers fielded unnamed spokespeople to temper the

obvious embarrassment generated by the whole business.



Lever Brothers won the moral victory, seen as the innocent party merely

trying to come up with an improvement to the housewife and washing line

routine. Most commentators agreed that, not for the first time,

political correctness had gone too far. Lesley White in the Sunday Times

declared herself ‘just weary of the boring cliches which, more than

political accountability, are advertising’s biggest problem’.



Evaluation and analysis by Carma International. Cuttings supplied by The

Broadcast Monitoring Company. ‘What the Papers Say’ can also be found

at: http//www.carma.com/carma



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