案例库 · 广告与公关 · 市场决策 · 2026
这条还没译成中文，下面是英文原文。
H&M dress ad flagged for a model so thin it promoted harmful ideals
An H&M dress ad showed a model whose thin arm and collarbone were highlighted by her pose; RON ruled it promoted a harmful ideal.
H & M Hennes & Mauritz Sverige AB · 2026-06-16
怎么回事
An H&M advertisement for a dress showed a model whose pose called attention to her very thin upper arm and collarbone.
A complainant said the image gave the impression of extreme thinness and contributed to an ideal that is harmful to strive for.
The Opinion Board found the model was depicted in a way that reinforces the impression of extreme thinness, and that the ad thereby contributed to a harmful bodily ideal.
The ad was therefore designed without due sense of social and professional responsibility, breaching Article 1 of the ICC Code.
为什么会这样
- A pose that highlights bone structure reads as endorsing the thinness itself
- What the advertiser saw as a styling choice, the board saw as an ideal
- The image did the arguing: no claim was needed for the harm to register
教训
An image can promote a harmful ideal without a single word. If the pose draws the eye to extreme thinness, the ad has already made a claim the advertiser would never write down.
后来呢
The Opinion Board found the H&M dress ad promoted a harmful bodily ideal, breaching Article 1 of the ICC Code.
资料来源
发现哪里写错了？告诉我们。
类似的案例
这家公司栽倒的地方，别处有人漂亮地解开过。 第二意见 →
Comments · 0
登录 后就能评论。