14 Apr
Ads are designed to grab our attention. Its visual nature will pique our interest, entertain us, make us angry, or open our eyes. But messaging also plays a role in how ads are presented to the public. Not all advertisements will evoke positive feelings. In some cases, it will make us question why on earth some brands or advertisers published these ads in the first place. Check out 30 controversial print ads that will shock you.
Content warning: Some images may be disturbing or NSFW
1. Warner’s
If vintage ads were to circulate in modern times, agencies and brands wouldn’t hear the end of it. Sexism and racism were rampant, and this one by Warner’s won’t fly today. The copy on the ad suggests that women shouldn’t be pear-shaped, and by wearing their bra, it eliminates the pear shape. While it’s an old ad, it’s good that now people are critical of ads like these to ensure that it doesn’t degrade women in any way.
2. QSOL
Sexist ads like this one from QSOL will probably not see the light of day anymore. Both the messaging and imagery imply that it’s not only their servers that won’t go down on the user. It’s distasteful, and the Linux Journal mentioned they wouldn’t run ads like this anymore.
3. Fluid
A Canadian salon posted an ad that seemed to glorify domestic violence. The headline writes, “look good in all you do,” while the female model has a black eye. It hints that even if women suffer from abuse, they can still “look good” so long as they have great hair. AdWeek reported that the salon apologized and decided to donate to a shelter.
4. Sisley
As one of the most controversial print ads of all time, Sisley’s Fashioin Junkie ad is downright offensive. For one, as most ad experts would point out, it glorifies substance use. Plus, the word fashion was misspelled intentionally as a reference to infamous substances.
5. Love Cosmetics
Another vintage ad that will no longer work in today’s landscape comes from Love Cosmetics. On the ad, there’s an underage girl, and the ad copy reads, “innocence is sexier than you think.” It’s sexualization, and many find it creepy and disturbing.
6. Mr. Clean
One of the most sexist print ads of all time comes from Mr. Clean. It suggests that women, specifically mothers, should only do household tasks. It’s concerning that Mr. Clean believes that women should stick to gender norms.
7. Dove
Dove is no stranger to controversy since they made headlines for their racist Facebook ad. But it’s not the only one. The ad shows three women with three different skin colors, and implying that their product will improve the look of their skin. It’s a racist ad because it shows that only white skin is the improved version.
8. Lynx
Here’s another body wash print ad that’s sure to raise eyebrows. It suggests that if a man smells good, they might get some from a woman, which is objectification. BBC reported that people filed complaints after seeing the advertisements; a watchdog eventually banned it.
9. Flora
The ad from Flora suggests that the parents need a strong heart when someone comes out to their parents. It hints that parents may not handle the news of a child coming out. Many voiced out their anger over the advertisement. Unilever, Flora’s parent company, believed that the print ad was unacceptable.
10. Bloomingdale’s
Sometimes brands don’t realize that what they’re advertising is sexual violence, and this one from Bloomingdale’s caught many people’s attention. It insinuates that a man should spike a woman’s drink when the woman isn’t looking. Since the ad seemed to promote sexual violence, Bloomingdale’s apologized for publishing it in their catalog.
11. California Milk Processor Board
The California Milk Processor Board is famous for its slogan, “Got Milk,” and its campaigns were mostly successful. But it backfired when they used to make light of the stereotypes surrounding women and PMS. Forbes wrote that women sounded off over the ad campaign, criticizing the sexist implications in the messaging. They eventually changed the messaging to “got discussion?”
12. 12 Magazine
A Bulgarian publication, 12 Magazine, printed an advertisement glorifying domestic violence. Many agree that it’s a disturbing print ad, but the magazine editors stand by the ad Plus, they’re glad that they sparked discussion because of it.
13. Samsung
While the Samsung ad doesn’t have any sexist or racist implications, there’s hurtful wording. iPhone fanboys believe that Samsung was bullying its rival Apple. Even the fanboys retaliated by saying that people shouldn’t settle for cheap plastic. The ad was probably done in jest, but it’s something to consider when writing an ad copy that may undermine people’s choices or intelligence.
14. PS Vita
Sony has posted controversial ads over the years, but this one they created for PS Vita takes the cake. The ad copy implies that not only would gamers find enjoyment when holding a PS Vita, but they would have fun touching women’s breasts as well. Jezebel and Huffington Post find the ad sexist and offensive.
15. PETA
PETA is known to publish shocking advertisements. And their “Eating Meat is Not a Sin” one isn’t an exception. The copy implies that when you eat meat, you’re sinning and that it’s putting pressure on people to become a vegetarian.
16. Nivea
Like Dove, Nivea also had some inappropriate ads in the spotlight, such as “White is Purity” and “For Visibly Fair Skin.” But one of its most controversial print ads is Re-Civilize Yourself. It shows a man carrying another man’s head. Many pointed out its racist imagery and messaging that Nivea apologized for how offensive it was.
17. Ford
No list is complete without mentioning Ford’s disturbing print ad. It shows that when people are threatened or in power, they should tie up their opponents or enemies, or in this case, women. And the tag, “leave your worries behind,” implies that those threatened or in power may do something about it. It’s one of the most controversial print ads of all time, considering it promotes violence.
18. Nando’s
Here’s an offensive and sexist print ad from Nando’s. The messaging is clear that it promotes sexist behavior, and it has disturbed many of its customers. The restaurant apologized for this, and they promised to do a better job next time.
19. Cannes
Not even Cannes is spared when it comes to controversial print ads. They ran an ad campaign inviting the worst employees to the Cannes Lions Festival. It can be degrading to ad agencies, saying that it’s more of a punishment to attend the event.
20. Wells & Youngs Brewing Company
Wells & Youngs Brewing Company inadvertently posted a sexist ad. It presents an image of a man who could take advantage of a woman when he’s inebriated, promoting sexual violence. In the end, the Advertising Standards Authority banned the ad.
21. Pepsi
When it comes to Pepsi and controversy, people will remember the Kendall Jenner ad. But it has also received backlash over its product, Pepsi Skinny. AdAge reports that some took offense over the skinny implication, hinting at the body shape. However, Pepsi remained resolute over the product name, and that implication applies only to the can.
22. Hardee’s
Hardee’s has published controversial print ads over the years. And the restaurant has come under hot water for posting controversial ads time and time again. One of their most offensive ones hinted at sexual innuendos and that it’s sexist too. Even its customers said that they went too far and they wanted to boycott the restaurant.
23. Starbucks
Subliminal messaging can become a hit or miss, and Starbucks wasn’t lucky in one of their print ads. They promoted their new products, and it appears as a visual of the horrifying event in 9/11. Many were offended over the imagery and messaging that Starbucks pulled the ad.
24. Avon
Another skincare brand made headlines about body shaming. Avon published a print ad saying that only dimples should be present in the face, not the thighs. Actor Jameela Jamil called out the cosmetics company for shaming women. After the backlash the company received, Avon pulled out their advertisements and apologized.
25. Renault
Another car ad is caught in controversy, but this time it’s not sexist. The Advertising Standards Authority received complaints from the public because of Renault’s racist newspaper ad. The copy implies that the word hinted at is something that shouldn’t be said due to its racist implications.
26. Intel
Intel print ads focus mostly on its products, but one of their most controversial print ads is the one hinting at racism. A part of the headline reads, “maximize the power of your employees.” Many connect it to slavery, too, considering that the African-American sprinters appear that they’re bowing to a caucasian man. Eventually, Intel apologized for publishing the ad and pulled it out from publication.
27. BMW
Automobile advertisements would usually show images or clips of their car. But when BMW decided not to take that route, they were in a world of trouble. The messaging suggests sexism, considering the imagery shows a “virginal” looking woman pouting on the ad.
28. Renaissance Dental Center
The Renaissance Dental Center appropriated cultures in their magazine ad. They used caucasian women wearing costumes from different cultures. The copy says that everyone smiles in the same language, even with different accents and origins. The dental clinic realized its mistakes and apologized.
29. Burger King
When you search Burger King and controversial ads, one that comes up is the seven-inch cheeseburger print ad. But Burger King strikes again with another sexist print ad, which was published during International Women’s Day. While it seems that Burger King wants to raise awareness over women not heading kitchens, the headline seems indicative of sexism.
30. Giant Food Supermarket
One of the recent controversial print ads that stirred controversy was from Giant Food. They used the words “super spread” on the headline, a phrase closely linked to the spread of the virus. While it might seem “clever,” Giant Food Supermarket doesn’t realize how distasteful the ad could be, considering how the pandemic has affected everyone.
