Carefree's 'vagina' ad sparks controversy among conservative imbeciles

FIFTY PER CENT of the population has one, yet the use of the word ''vagina'' in the latest Carefree advertisement has conservative groups shocked and complaints piling up.

Carefree's 'vagina' ad sparks controversy among conservative imbeciles Artcarefree620x349

The commercial for panty liners features a naked woman openly mentioning discharge and using the word ''vagina'' for the first time in an Australian television campaign. Previously, feminine hygiene advertisements have featured blue liquid, puppets and even men using pads to dress up as superheroes, deliberately avoiding the specifics of the topic.

Carefree's 'vagina' ad sparks controversy among conservative imbeciles Art353vaginacartoon300x

Carefree said its research revealed that women didn't want their body parts to be referred to in euphemisms any more. ''They want honesty and clarity,'' a spokeswoman said.

But Family First said the word ''vagina'' was not one that should be used in general conversation and it could cause embarrassment to parents who have to explain it to young kids.

''I understand it can be used in medical discussions but it's not appropriate in an ad when young ears are listening,'' the NSW president of Family First, Jason Cornelius, said.

The Advertising Standards Bureau has received more than 40 complaints since the ad first screened last week. Most complaints were about the nakedness of the woman.

"We are not surprised by the complaints. Any ad that's for sanitary products or condoms always attracts complaints; it doesn't matter how they're advertised,'' a spokesperson for the standards bureau said. Last year, a commercial for condoms received more than 220 complaints.

But the advertising specialist and creative director of Jara Consulting, Jane Caro, said it was time to ''call a vagina a vagina''.

She said the argument about upsetting children was ridiculous. ''If the kids are young enough it will go over their head, if they are old enough to understand the ad they should know what a vagina is,'' she said. ''Those who object need to grow up or hit the mute button.''

But Ms Caro believes the ad was calculated to be controversial.

The Carefree spokeswoman said the company knew there would be a difference of opinion in using the word. ''The ad has done precisely what it set out to do. Only when women have the education and empowerment to discuss their bodies will they know what is normal discharge and what is something that will require a conversation with a healthcare professional,'' she said.

The ASB will rule on the ad in the next two weeks.

''By not being able to say vagina on mainstream TV, shows there's still stigma and shame around female sexuality,'' sexologist Nikki Goldstein said. ''In reality it's a part of the body and a health concern so it should be no different to an ad for ear buds.''

Read more: http://www.smh.com.au/national/the-ad-that-dared-to-use-the-vword-20120721-22gua.html#ixzz21KIoREQq

Carefree's 'vagina' ad sparks controversy among conservative imbeciles

Carefree's 'vagina' ad sparks controversy among conservative imbeciles

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