Department store chain Target has fiercely defended new brand ambassador Gok Wan after it received complaints about using a gay man to advertise women's underwear.
The Advertising Standards Bureau yesterday dismissed complaints about Wan's use of the word "bangers" to describe breasts in the ads about women not being properly fitted for bras, saying the ad complies with the anti-discrimination and sexualisation guidelines.
The How To Look Good Naked star is championing women's style when he makes the reference to bra size, saying "your bangers will never feel so loved".
But it's not just the terminology viewers have a problem with.
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"Why do we have to watch an obvious gay man talking about women in this way?" A complainant wrote, "It is insulting."
"A female body is a beautiful thing, not to be cheapened by a poofter calling breasts ‘BANGERS’!!! I WAS BREAST FED, NOT BANGER FED! It’s an insult to sooooo many Aussie men and woman to see poofs on TV but you let it happen."
In response to the complaints, Target defended its brand ambassador.
"A small number of the complaints appear offended that Target should be using a gay man in advertising. We respectfully disagree with the complainants," A spokesperson said.
"Gok Wan was chosen as a brand ambassador for Target because of his personality and reputation, not his sexuality. He feels good about who he is as he is. He is playfully irreverent, colourful and fun. He has a great capacity for making other people feel good about themselves too.
"Target strongly believes that a person’s sexuality is irrelevant to their worth as a person. Target makes no apology for using a gay man in its advertising and we do not believe that this should be grounds for upholding a complaint."
Ad Standards concluded the term "bangers", while uncommon in Australia, was used in a light-hearted way.
"The Board considered that the overall tone of the advertisement is positive and light-hearted and is intended to draw the attention of women to the various bras available in store and also to the fact that it is important to purchase the correct bra size."
"The women appear very happy and comfortable being presented in their underwear.
"The reference to woman's breasts and bras and the use of the term "bangers" by a male fashion stylist does not amount to material that is discriminatory of any people or persons of a particular gender"
Earlier this month, Target admitted it needed to change its fashion range to compete with Zara, Top Shop, Gap and online stores. It was thought that bringing Wan onboard would boost the flagging brand's credibility.
The Aussie staple, which has suffered something of an identity crisis in recent years, saw a 44 percent fall in earnings in the last financial year. This was blamed on lower prices, excess stock and increased costs.
Read the full Ad Standards decision here
