Through the years and decades, sexism has reared its head in ads such as these 10
. But now Borders is taking heat for a Malaysian ad.
The ad, which features six photos of the same bride getting married to different men, bears the caption: “It’s time you learn to cook. Choose from more than 5,000 cooking titles.”
On the site Ads of the World
, where BuzzFeed’s Copyranter
found the ad, commenter GrumpyArtDirector said, “Apart from being extremely offensive, it's also really, really bad.”
Copyranter called it “the most sexist ad of the summer” and advised, “Please don’t try to explain this away as culturalism.”
The company may explain it away as a hoax, however. A spokeswoman for Borders Malaysia told The Star Online
it didn’t have any involvement with the ad.
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"We have no knowledge of this particular ad, it was neither shown to nor approved by us,” publicist Liza Ramli said. “Besides, advertising is not our primary medium of communication. The idea does not sit with our brand values at all and would not see the light of day under our watch.”
Beyond that, the agency credited with the ad on Ads of the World
, McCann Erickson, hasn’t been Borders Malaysia’s agency for more than two years, she said. McCann Erickson has yet to comment.