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From the ITC website - complaints about Zelda 64 TV ad
http://www.itc.org.uk/ itc_publications/complaints_reports/advertising_complaints/ show_complaint.asp?ad_complaint_id=155
Complaints Reports
Television Advertising Complaints Reports
These reports are case summaries of complaints which appeared to raise issues of substance in relation to the interpretation of the ITC Advertising Standards Code. Summary statistics of non-substantive complaints can be found in the full reports which are obtainable from the ITC.
NINTENDO – ZELDA
Complaint from: 72 viewers
Background
The advertisement consisted of footage of the Nintendo Zelda game showing a young boy ‘mediaeval warrior’. Sequences of superimposed text asked the player questions about how well or bravely they would play the game, ending with the quesiton: “Willst thou get the girl?.....or play like one”. Viewers, 15 of whom were men, complained that it was offensive and sexist and that it would discourage girls from playing computer games because they were made to feel inferior. Four young girls, between 10 and 11 years of age, said that they were upset because they were ‘just as good as boys’, or ‘better than most boys’ at playing the game. Other comments related to glorifying violence and encouraging bullying.
Assessment
The ITC recognised that the sexist overtones of the phrase: “Willst thou get the girl....or play like one” had upset some viewers and annoyed young female game players. The ITC believed, however, that such tongue-in-cheek treatments were unlikely to have the widespread negative effect that those who complained feared, and did not justify the removal of the advertisement from air. It did not agree that the advertisement glorified violence or would encourage bullying.
Conclusion
Complaints not upheld.
http://www.itc.org.uk/
Complaints Reports
Television Advertising Complaints Reports
These reports are case summaries of complaints which appeared to raise issues of substance in relation to the interpretation of the ITC Advertising Standards Code. Summary statistics of non-substantive complaints can be found in the full reports which are obtainable from the ITC.
NINTENDO – ZELDA
Complaint from: 72 viewers
Background
The advertisement consisted of footage of the Nintendo Zelda game showing a young boy ‘mediaeval warrior’. Sequences of superimposed text asked the player questions about how well or bravely they would play the game, ending with the quesiton: “Willst thou get the girl?.....or play like one”. Viewers, 15 of whom were men, complained that it was offensive and sexist and that it would discourage girls from playing computer games because they were made to feel inferior. Four young girls, between 10 and 11 years of age, said that they were upset because they were ‘just as good as boys’, or ‘better than most boys’ at playing the game. Other comments related to glorifying violence and encouraging bullying.
Assessment
The ITC recognised that the sexist overtones of the phrase: “Willst thou get the girl....or play like one” had upset some viewers and annoyed young female game players. The ITC believed, however, that such tongue-in-cheek treatments were unlikely to have the widespread negative effect that those who complained feared, and did not justify the removal of the advertisement from air. It did not agree that the advertisement glorified violence or would encourage bullying.
Conclusion
Complaints not upheld.
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Tiltawhirl wrote:
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From the ITC website - complaints about Zelda 64 TV ad
http://www.itc.org.uk/ itc_publications/complaints_reports/advertising_complaints/ show_complaint.asp?ad_complaint_id=155
Complaints Reports
Television Advertising Complaints Reports
These reports are case summaries of complaints which appeared to raise issues of substance in relation to the interpretation of the ITC Advertising Standards Code. Summary statistics of non-substantive complaints can be found in the full reports which are obtainable from the ITC.
NINTENDO – ZELDA
Complaint from: 72 viewers
Background
The advertisement consisted of footage of the Nintendo Zelda game showing a young boy ‘mediaeval warrior’. Sequences of superimposed text asked the player questions about how well or bravely they would play the game, ending with the quesiton: “Willst thou get the girl?.....or play like one”. Viewers, 15 of whom were men, complained that it was offensive and sexist and that it would discourage girls from playing computer games because they were made to feel inferior. Four young girls, between 10 and 11 years of age, said that they were upset because they were ‘just as good as boys’, or ‘better than most boys’ at playing the game. Other comments related to glorifying violence and encouraging bullying.
Assessment
The ITC recognised that the sexist overtones of the phrase: “Willst thou get the girl....or play like one” had upset some viewers and annoyed young female game players. The ITC believed, however, that such tongue-in-cheek treatments were unlikely to have the widespread negative effect that those who complained feared, and did not justify the removal of the advertisement from air. It did not agree that the advertisement glorified violence or would encourage bullying.
Conclusion
Complaints not upheld.
http://www.itc.org.uk/
Complaints Reports
Television Advertising Complaints Reports
These reports are case summaries of complaints which appeared to raise issues of substance in relation to the interpretation of the ITC Advertising Standards Code. Summary statistics of non-substantive complaints can be found in the full reports which are obtainable from the ITC.
NINTENDO – ZELDA
Complaint from: 72 viewers
Background
The advertisement consisted of footage of the Nintendo Zelda game showing a young boy ‘mediaeval warrior’. Sequences of superimposed text asked the player questions about how well or bravely they would play the game, ending with the quesiton: “Willst thou get the girl?.....or play like one”. Viewers, 15 of whom were men, complained that it was offensive and sexist and that it would discourage girls from playing computer games because they were made to feel inferior. Four young girls, between 10 and 11 years of age, said that they were upset because they were ‘just as good as boys’, or ‘better than most boys’ at playing the game. Other comments related to glorifying violence and encouraging bullying.
Assessment
The ITC recognised that the sexist overtones of the phrase: “Willst thou get the girl....or play like one” had upset some viewers and annoyed young female game players. The ITC believed, however, that such tongue-in-cheek treatments were unlikely to have the widespread negative effect that those who complained feared, and did not justify the removal of the advertisement from air. It did not agree that the advertisement glorified violence or would encourage bullying.
Conclusion
Complaints not upheld.
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