Lee Jeans Ad Featuring Lolita is “Porn-like”
Lee Jeans‘ controversial “Lolita” ad poster for spring-summer 2006 has been found acceptable by the Advertising Standards Board.
Shot by renowned US photographer Terry Richardson, the advertisement - shown in locations including Toorak Road, South Yarra - featured the standard cliches of the soft-porn aesthetic: lollipop being sucked, breast half-exposed, legs spread.
Groups including Australian Childhood Foundation had expressed outrage about the advertisement.
“The clothes can hardly be seen,” wrote one complainant to the advertising industry’s self-regulator. “This type of ad demeans women.”
But while the board acknowledged “there were sexual overtones in the pose, and her consumption of the lollipop”, it said that a degree of sexuality in advertising was not unacceptable.
“The board (notes) that the woman is over 18, is fully clothed in attire that is fashionable amongst young women for summer, and that there is no nudity,” its determination said.
“The board also (notes) that consumption of this style of lollipop is now common amongst people over 18.”
Lee is believed to paid Richardson, 41, $200,000 to shoot its spring-summer campaign - roughly 10 times what an Australian photographer would earn for the same campaign. If it was paying the provocateur for controversy, its investment was rewarded.
The denim company described its campaign as a “tongue in cheek, kitschy and over-exaggerated portrayal of classic denim poses“.
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Izzy on Thu, 19th Oct 2006 1:53 am
I can’t believe nobody commented on this. That’s not an appropriate ad for a teen magazine or any magazine that would be perused by tyounger kids. But what do you expect from a place where padded bras are marketed to six year olds? (Can be found in Australian target stores)
Ken Savage on Fri, 20th Oct 2006 11:37 pm
Do I see a nipple there?
Derek on Wed, 6th Jun 2007 4:21 am
Yes, I would say there is indeed part of a nipple showing. And I agree, this is not an appropriate image to be displayed in a teen magazine. It is overly sexually sugestive; more so than a fully nude image of a woman in a natural pose would be. The most suggestive elements are, obviously, the lollipop, open shirt, open legs, and carefully placed “Lee”, which draws all attention to that area of the picture.
Responsible on Thu, 2nd Aug 2007 7:59 pm
Come ON people, she’s obviously over 18, and are you telling me you’d rather have boring, formuliac, garbage ads…? I like looking at sexy, and so do teens… in fact… i do believe teens are known for liking sexy? am i mad here, or are your heads all just inside out!
Viva la sexy!
khaleelurrehmankhan on Fri, 18th Jul 2008 11:13 am
I WANT TO KNOW THE LATEST COLLECTION OF AUGUST 2008 OF MENS & WOMENS WITH PHOTO
khaleelurrehmankhan on Fri, 18th Jul 2008 11:14 am
I LOVE WOMENS FITS
Kim on Fri, 12th Sep 2008 8:27 pm
Unbelievable explotation of women (again!) I would not wear this brand of jeans if that’s what they’re trying to sell. Discusting to any woman or girl that would want to look like this child-whore.