Beware of the sensitive viewer

I read with interest Torin Douglas’ article, “Rise in advertising complaints masks trivial nature of offence” (MW April 8).

I agree that it would appear that some of us have nothing better to do than voice “horror” about dead hamsters and women being dunked by dinosaurs appearing on our TV screens.

They are commercials intending to be different, talked about and at the end of the day sell more product.

What does amaze me is that members of our society would actually complain about The Department of Transport’s thought- provoking campaign about wearing seat belts in the rear of a car.

It needs to be dramatic, and it needs to be bloody and offensive to make you sit up, take notice and put your belt on.

This ad is not designed to shift more cars, but to make you safer in one.

As we all know, controversial campaigns make for good press coverage – look at the column inches this whole topic has generated.

I think we do need to worry, however, when commercials which need to be seen, run the risk of being pulled as a result of the “points of view” brigade who may find them offensive.

Sarah Ridley

Senior account manager


London W1

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