The Swiffer Controversy

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Recommended: Consumer culture and advertisement

When someone mentions advertising, one usually thinks of advertising that persuades you to buy a product. There is another form of advertising that is used less often, but when used, can create major controversy. This is called controversial advertising. Controversy makes things more interesting to talk about. Now imagine creating an advertisement that will produce controversy. This advertisement will be the most talked about subject, making it known everywhere. It can be tedious if everyone has the same exact opinion, so a little bit of dispute keeps conversations going. Everyone gets to express their point of views towards the subject. At the same time, this can also create discomfort. The ads being used can be viewed as disturbing and offensive. …show more content…

Some of them use intense images to strike the mind of a viewer and some use an ideal unchanging of ease with design to make it an intense and argumentative advertisement. These ads capability effects into a mind that any time someone sees that exclusive product, the advertisement quickly comes to mind. This is done so advertisers become successful; their trend hits the mind of the viewers and grabs a place in their thoughts. Many advertisements have been banned from cities, states, and even countries. The reason behind this is because some advertisements are offensive and many people may take it the wrong way, causing …show more content…

The advertisement was an image of the modern day Rosie the Riveter, holding a Swiffer mop with the slogan, “We can do it.” Rosie the Riveter is a cultural icon of the United States, representing the American women who worked in factories and shipyards during World War II, many of who produced munitions and war supplies. So when a mopping company symbolizes Rosie as a woman who is just good for cleaning, women everywhere are going to be angry. Rallying in front of Procter & Gamble headquarters in Cincinnati, OH, roughly 4,000 feminists ripped apart Swiffer Sweeper refills, burned Swiffer 360° Dusters, and waved never used mops. Many were holding banners condemning the offensive ad and urging followers to take a decisive action. It has been established that feminism forbids any mocking or unapproved use of its symbols, especially if it's done with the purpose of making money in a capitalist economy. President Barack Obama and Secretary of State John Kerry apologized to world feminists for an obscure ad found only in domestic Sunday paper inserts. "Make no mistake, we will work with the IRS, DOJ, EPA, and labor unions to bring to justice those responsible for this despicable act of anti-feminism," the President said at a special Rose Garden press-conference. In an effort to repair America's image, the State Department distributed a video address on the world's television networks.

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