bookoffears

You can also lodge complaints with the Media Watch website. I just lodged the following to be sent to Advertising Standards Canada.

http://www.bloghop.com/outlink.htm?linkto=http%3A%2F%2Fwww.thebreastsite.com%2Fblog%2F&linkback=http%3A%2F%2Fwww.bloghop.com%2F%3Fnumblogs%3D24931%26cacheid%3D1102534036.5555&id=27923

I am quite concerned that a recent Bell Sympatico (Division of Bell Canada Enterprises) print advertisment circulated to people's home is not only offensive but misogynistic and dangrous towards women. The ad portrays a female figure with all references to her reproductive system cut out. After complaining to Bell Canada, I have been advised that this ad was intended to be a joke. After a second complaint describing how this ad cannot be considered funny, I have not yet received a response addressing the issue. For more information on my complaints, please see the web site: www.livejournal.com/~bookoffears

I received an e-mail from Angry Mom today telling me that one of her angry daughters, after several complaints, received an e-mail from Bell apologizing for any offence taken, and alerting her that the ad, which was indeed inappropriate, has been pulled from circulation.

You had to read through a lot of the corporate fooferra on all the good stuff they associate themselves with in terms of internet security to find the apology and retraction, but I'm surprised they were in there at all.

I'm still quite upset, however, that I haven't seen any public apology that demonstrates a more sensitive understanding of why the ad was offensive and dangerous.

I mean, if you're going to tell one person that you recognize the ad is inappropriate and has been pulled from the market, why not just fess up to the rest of us?

BoF.

So, you can bet I wasn't thrilled with Bell's position that, ha, ha, this was all intended to be a big joke.

Here's what I sent them in reply, and what I got back.

-----------------------------------

Date: March 2, 2005
To: executive.office@bell.ca, bcecomms@bell.ca, bell.direct@bell.ca
Subject: Re: Recent Bell Sympatico Advertisement

Hello Bell Canada Enterprises,

Thank you for your reply to my e-letter, and for forwarding it along to the Bell Advertising Team. I feel it is important for them to be made aware of your customers' views on this material.

I am glad to have your assertion that Bell Canada finds the female body inappropriate in no way, but I do not feel that your view was represented or protected by the advertisement in question. I am quite surprised to hear that the advertisement was intended to be a tongue-in-cheek joke, since there is nothing on the ad itself to suggest a joke. I appreciate your effort to explain, but do not feel that this resolved the issue.

The back of the advertisement includes the tag line "...so you can enjoy the Net worry-free." and the most prominent text inside of the advertisement is the line, in very large font, "Protect your family."

Additionally, on the cover of the ad, the term "inappropriate" does not appear in quotation marks, which might have at least suggested sarcastically that the presented material is not truly inappropriate, but would not have sufficiently mitigated, I feel, an irresponsible promotion of hatred and violence toward women.

As I'm sure is evident from my first letter, I don't believe that a cut-up female form and the targetting of the female reproductive system is anything to joke about nor is anything to use in the crafting of jokes. I ask that you please forward this letter to the Bell Advertising Team as well, since they should be made aware that some your customers are not likely to perceive a joke in this advertisement.

I submit that even in the intended context of a humorous cross-campaign, this ad is extremely offensive. It must be noted that the ad arrives alone to people's homes; it does not arrive with a package of humorous ads. While the intent in building your brand may be to hope that people will associate this print ad with your television ads, you can't be sure that they will, or that if they do they will not find your print ad offensive.

Bell's actual authorial intent in crafting these ads aside, the reality of publishing material is that once it has left your hands, you cannot predict whether others will perceive or understand your authorial intent. Simply because you intend the ad to be humorous does not make it so. Other Bell Canada customers (men, women, mothers) with whom I have spoken also mentioned being quite shocked and speechless when they received this ad in the mail.

Additionally, I refer you to a couple of on-line journals for further exploration of how some people feel about this advertising campaign:

http://www.rabble.ca/babble/ultimatebb.php?ubb=get_topic&f=12&t=000834

http://www.bloghop.com/outlink.htm?linkto=http%3A%2F%2Fwww.thebreastsite.com%2Fblog%2F&linkback=http%3A%2F%2Fwww.bloghop.com%2F%3Fnumblogs%3D24931%26cacheid%3D1102534036.5555&id=27923

I apologize for the brevity of my reply today, and I look forward to further communication with you regarding this issue.

-----------------------------------

Date: Wed, 02 Mar 2005 07:56:02 -0500
From: executive.office@bell.ca
Subject: Re: Re: Recent Bell Sympatico Advertisement

Thank you for your e-mail to Bell Canada's Executive
Office for Customer Relations.

A Consultant from the Executive Office will be investigating
your concerns and will contact you.

Please be advised that our hours of operation are Monday to Friday
8:00 AM - 5:00 PM, excluding holidays.

Should your concern be about the repair of your telephone line,
please call 611 or #611 from your Bell Mobility cellular phone.
The Repair office is available 24 hours a day, 7 days per week.

If your issue concerns Bell Sympatico, Bell Mobility, Bell World,
Bell Expressvu, Bell World or Bell Credit Services, please be assured that your e-mail has been forwarded to the Executive Office of the applicable
company for resolution.


Sincerely,


Bell Canada
Executive Office for Customer Relations


1-866-317-3382

----------------------------------

Date: Wed, 02 Mar 2005 07:59:02 -0500 (EST)
From: belldirect <bell.direct@bell.ca>
Subject: Fwd: Re: Recent Bell Sympatico Advertisement (KMM4335700I10L0KM )

Dear Valued Customer

Thank you for visiting our Bell web site and your business services
inquiry.

Telecommunication services are very important to the success of your
business and Bell is committed to providing the solutions you need. One
of our business specialists will contact you within 2 business days, to
discuss your requirements and answer any questions you may have.

Your business is appreciated!

Bell Internet Centre

-------------------------------------

Date: Wed, 02 Mar 2005 08:39:18 -0500 (EST)
From: Bell Sympatico <assistance@sympatico.ca>
Subject: Re: [Fwd: Recent Bell Sympatico Advertisement]

Hello,


You have reached Technical Support at Bell Sympatico Internet service.
My name is [the lady's name has been removed] and I appreciate the opportunity to respond.
*****RRC:etfmarketing,LID:ibechamp*****

Our Marketing Department will review your suggestions and will contact
you directly should they choose to pursue this option or have any
questions.

Do not hesitate to contact us again.

NetAssistant* is a free service that delivers leading edge, diagnostic
and repair tools directly to your desktop. The program will detect and
fix problems on your computer related to your Internet connection,
e-mail or Web browser. Download NetAssistant today at:

http://download.sympatico.ca/netassistant/netassistant.exe

Thank you for e-mailing Bell Sympatico and have a nice day.

Regards,


[Lady's name removed]
Electronic Customer Care
Sympatico Member Services

Well, here's are the responses I've received from Bell Canada from the first complaint.

---------------------------------

Date: Sat, 26 Feb 2005 07:59:00 -0500 (EST)
From: belldirect <bell.direct@bell.ca>
Subject: Recent Bell Sympatico Advertisement

AUTOMATED REPLY - RÉPONSE AUTOMATISÉE
DO NOT REPLY TO THIS E-MAIL - NE PAS RÉPONDRE À CE COURRIEL


Dear Valued Customer

Thank you for visiting the Bell Canada web site, and for your inquiry.
Please be assured that we have received your request.

A customer service representative will respond to your request within 2
to 3 business days.

All details concerning your query will be sent to you at that time.

Your business is appreciated!

Bell Internet Centre



-------------------------------------

Date: Mon, 28 Feb 2005 14:52:58 -0500
From: BCECOMMS <bcecomms@bell.ca>
Subject: Re: Recent Bell Sympatico Advertisement

Good day,

Your email has been forwarded to our Bell Advertising Team.

Please be advised that in no way does Bell Canada find the female body
inappropriate. Our advertisement was a tongue-in-cheek attempt to show the
lengths some people will go to in order to protect their children from
"inappropriate" subject matter - the implication being that textbook diagrams of the human anatomy are the furthest thing from "inappropriate". This message was intended to play off of some of our other recent television ads that poked fun at those that go to far. This was not meant to be taken literally.


Thank you for your feedback. We appreciate your comments and take them very
seriously.

Regards,
Bell Canada Entreprises
Bcecomms@bce.ca
Tel.: 1 888 932-6666
Fax: (514) 870-4385

----------------------------------------

Before I'd had a chance to go through the junk mail I collected from my mailbox and deposited in the front hall, a friend of mine brought this ad to my attention.

Her two teenage daughters had seen the ad, and all three of them were outraged.

Once I had a look, I was so upset, I started writing a miniature essay on why I felt this ad was so very offensive to women. That essay turned into a letter of complaint I later e-mailed to Bell Canada Communications and their Customer Care Department.

Below is the text of the message.

**************************************

Hello BCE Communications and Customer Care,

I am deeply shocked and offended by Bell Sympatico's recent print advertisement depicting a grade-school-anatomy-like picture of a woman with all pictorial references to the female reproductive system (breast and pelvic regions) cut out. The advertisement includes the caption"You'll do anything to protect your kids from inappropriate content. So will we."

The picture is reminiscent of the sort of diagram that young people would be shown during sexual health education classes and depicts the circulatory system and bone and muscle structure under "transparent" skin. Aside from the aforementioned cut-out regions on the female figure, there are six small surrounding illustrations labelled Liver, Heart, Uterus, Brain, Ovary, Kidney. The picture of the uterus and ovary have been cut out as well.

The reason this ad is so deeply offensive is its strong misogynistic tone in proposing to parents and children that the female body is an inappropriate thing, in and of itself, which must be censored and against which children must be protected. In the advertisement, the female body is depicted in a clinical drawing of the type used to educate children in schools; a nondescript female form with its arms at its side. Similar drawings may be seen in a pediatrician or family doctor's office.

While there are many expected, out-dated, misogynistic depictions of women that could equally have been quite unfairly paired with the discriminatory term "inappropriate," (such as a woman in revealing clothing, a strong successful woman in business attire, a woman in the scientific professions, etc...), the use of such a clinical figure is the very thing that makes the ad so particularly offensive and surprising.

The ad suggests that the figure represented is inappropriate because it has female reproductive parts. The figure in the ad is not engaging in any behaviour that could possibly be considered inappropriate / sexually explicit. It is simply standing. It is not performing any indecent act. It would be difficult to successfully argue that the ad is meant to suggest that the figure is inappropriate simply because it is nude, and not because it is female, and therefore not misogynistic and discriminatory. Note that it is only a female figure which appears in the ad; how could this not have been a conscious decision in designing this ad? Why not a male figure alongside it with his breast and pelvic regions cut out as well?

Does the male form enjoy reverence and protection that the female form does not? The lack of similar treatment of male reproductive organs in the advertisement underscores this precept as well as reinforces an unnatural over-sexualization of the natural female form, since, even in its most clinical representation, it is perceived as something "inappropriate," which may connote a range of conclusions such as "lesser," "wrong," and "dirty." Does the male body somehow enjoy a higher status as an "appropriate" organic machine because it is not of the "inappropriate" sex that bears and feeds children? This notion, could, in turn, demean and render abhorrent various female biological functions.

Terming female reproductive organs "inappropriate" denotes a derogatory subjective judgement of all females based on physiology, from which a woman can hardly divorce herself with ease. The notion that she should have to remove her breasts, uterus, ovaries, and vagina, in order to avoid her "inappropriateness" is ridiculous and dangerous.

Note also that the female figure is not simply nude, she is transparent. The structures of her circulatory and musculoskeletal system are visible. This is not an image that is typically intended to excite, arouse or scandalize; if it were, it is extremely unlikely that such diagrams would be taught in schools. The significance of the composition of this image is the inference that "even" in the most clinical, natural, state, female reproductive organs, and therefore females, are inappropriate.

The irresponsible reasoning behind this type of ad could promote serious emotional conflict, emotional abuse, and physical abuse. Further, another serious problem with this advertisement is that may arrive in the home undetected or unexpected, such as in the case of bulk mail or inserted in a newspaper, for example. What happens when people view such an ad?

Imagine the case of a pre-pubescent young girl who views this advertisement. The message she may receive is that her body is made up of inappropriate parts, simply because she is female.

Imagine the case of a pre-pubescent / pubescent boy; he may receive the message that there is something "inappropriate," "wrong," or "dirty," with females.

In the case of a pubescent girl; she may receive the message that her inappropriate body is developing in further inappropriate ways. Imagine a similar girl who suffers from not-atypical body-image related anxiety or depression who receives such a message and may then self- harm her "inappropriate" body.

Imagine the case of parents who discover their children have viewed this ad without their knowledge? It is certainly conceivable that some parents might not wish their children to view the nude human form, whether male or female. It is likewise conceivable that some parents would feel that this ad promotes negative attitudes toward women and would have preferred not to have their children exposed to such material, or to have been present to discuss it with them.

Imagine the case of the woman who is being abused emotionally by a partner who feels that her female status makes her a second class person, if a person at all, and is encouraged in those beliefs by this material. Imagine how the female survivor of sexual or physical abuse might react to this advertisement. Worst of all, imagine the case of a woman who is being physically abused for the same reason, and this ad prompts her abuser to inflict violence on her by mutilating her "inappropriate" body.

The Bell Canada Enterprises web site espouses a commitment to "vibrant, strong, safe communities from sea to sea," "strong relationships with the communities where [they] do business," and a dedication "to supporting initiatives that help Canadian communities succeed." Regarding this issue, even in the best possible case of a shameful oversight by marketing, it must be recognized that this advertisement demeans Canadian women and promotes hate against them.

As a company that prides itself on community commitment, I urge Bell Canada Enterprises (on behalf of Bell Sympatico) to offer, at the minimum; an acknowledgment of understanding of the negative impact that this advertisement has on women and their families on the whole, an apology to consumers who may have been exposed to this material, and immediate withdrawal of this advertising campaign from all markets.

This journal, Agatha's Apples, is named for various gruesome reasons after Saint Agatha, patron saint of wet nurses and bell founders who refused the attention of a wealthy man, maintained her virginity in a brothel, and was tortured by the cutting off of her breasts.

Whatever this journal becomes in the future, it is being created to give a forum for discussion on a recent Canadian Bell Sympatico (internet service provider) print advertisement that is very disturbing for women.

To view the ad, please visit this link.