Healthy Skepticism Library item: 19944

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Magazine

Berzins K
Posing an objection
Australian Doctor 1997 Oct 31

Full text:

Editor – I have had enough. Yet another full-page advertisement depicting a young child (aged perhaps six) in a pose that is blatantly sexual.

Young children do not strike poses with softly pouting, unsmiling lips; with eyes that gaze directly at the viewer, face subtly turned to the side and hair arranged to slightly cover one eye and brushed carefully on the opposite side.

Let alone the photographic touching up to display perfect cupid lips, colour enhanced.

Faulding Pharmaceuticals should be seriously questioned for accepting such an advertisement for their product.
The makers of ‘Intal’ did similarly in various medical journals and newspapers with an even larger picture of a direct-gazing, lip-parted child model.

Who are they appealing to? In this case, doctors. Why are we not objecting?

In the 3 October issue of Australian Doctor, where the ‘Zyrtec’ advertisement is shown, there is also a ‘How to treat’ on domestic violence.

What picture of women and children are we encouraging? What do we accept is real and the norm?
Whose pleasure is this young child, in this submissive and sensual pose, appealing to?
I would be interested in other responses.

Dr Karen Berzins
Richmond, Vic