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Sexist Ad That Said Pear Is ‘No Shape For A Girl’ Sparks Censure
By Azira Amran, 17 Aug 2016
Image via Gold’s Gym Dreamland
The appalling advertisement pictured above was not subject to approval by the headquarters of Gold’s Gym before it was released as an advertisement–but perhaps it should have been.
This avoidable incident began when Gold’s Gym Dreamland, an Egyptian franchise of the original gym in America, posted up the insensitive ad on Facebook. Within hours, angry netizens began rallying against its sexist message, eventually forcing the gym’s headquarters to step in with an official statement.
In a post published on Facebook, the gym publicly condemned the franchisee for the tactless ad, stating that it’s currently in the process of terminating their agreement. The gym also apologized and claimed responsibility for any offense caused by the post, promising to reevaluate its internal procedures to ensure such incidents do not happen again.
The gym’s immediate and decisive response is an excellent example of good PR, but the whole incident could have been easily prevented with a more stringent approval process.
See the ad in question and read the full apology below.
Image via Lohlala
Image via Gold's Gym
[via Adweek, images via various sources]
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