Sexism in ads is uncomfortable for some audience, but meanwhile it can make consumers remember the products.

For instance, the advertisement of Nando’s made fun of a blond girl.

This ridiculously insulting South African commercial presents a fantastically stupid woman who can’t find the french fries on her plate—because they’re obscured by her enormous breasts. The ad was pulled after complaints.

Obviously, Nando’s is trying to make its audience notice and remember the “double chicken breasts burger”. From the blond girl’s breasts to the chicken breast burger, it is easy for audience to recognize the relationship, but it is kind of unpleasant for those big breast girls to consume the products, because they may take a risk to make such a stupid mistake like the girl in that advertisements.

Some girls may feel like they are offended in terms of sex and body feature. This is also a risk for Nando’s, because they may face the dissatisfaction from women and sexual equity supporters.

When making advertisements, companies should predict the outcomes which may have advantages and disadvantages at the same time. Which aspects can exceed is the key point when evaluating.

(Here is Emily chen’s blog about advertisement)