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Beer poster banned for false courage claim
Sri Carmichael15.04.09
A POSTER which showed a nervous man and the slogan "Take Courage my friend" was banned by the Advertising Standards Authority today for suggesting the beer could increase confidence.
The man was shown with a can of Courage beer looking worried as a woman modelled a figure-hugging dress with price tags still attached.
The authority received three complaints from people who said the poster implied that the beer would give the man confidence to either make negative comments about the woman's appearance or to take advantage of her. The complaints were upheld by the ASA. It said it understood the humorous intention of the scenario but concluded that the poster breached the Committee of Advertising Practice code "by suggesting that the beer could increase confidence".
Chris Lewis, marketing director at brewer Wells and Young's, said: "We are very surprised by the ASA's decision... Every man with some life experience has been in the situation where they have been asked the infamous line: 'Does my bum look big in this?' And as every man in Britain knows, the correct response is 'No!'"
Reader views (13)
If the man had taken Courage he might have discovered that one side effect of alcohol is eretile disfunction!!
As for her dress we could say "Should have gone to specsavers!"
Someone was once told to "Drink Canada Dry" and so they did!!
As for confidence all alcohol does is reduce inhibitions by sozzelling the brain...Real men can get by on H2O!
- Melvyn Windebank, Canvey Island, Essex
Alcohol does increase courage, but damages judgement. This seems to be the case here.
- Martin H. Watson, Teddington
Political correct gone mad !
- Joe, Swanley Kent
Actually the worst answer you can give if your wife asks, does this dress make me look fat is;no dear.....it's your enormous butt that makes you look fat
- Mike, Belford N.J.,USA
3 people? Well that is most definitely a minority group, so yup, let's pull out all the stops and pander until the cows come home.
Sod the rest of the 65 million people on this Island.
- Frank, Home Counties, England.
Surely there are more important issues in this world to complain about than a beer ad !
- Amol, London, UK
Find the 3 idiots who complained and lock them up with the ASA who are plainly mad.
- Dave Davies, Basingstoke
What a crazy ban! I don't think it's actually suggesting that beer gives you confidence, it's more a case of commiserating with the bloke in an oft-faced and unwinnable situation, in which he might find some comfort in beer! It's more about beer as an escape or a consolation than beer as a confidence-booster. The slogan's been around forever - it's just a pun.
- Paul, London UK
I thought that "Dutch courage" was a well established phenomenon!
- Keith Lonsdale, Doncaster
What people read into this ad says more about them than it does about the ad. The name of the beer is Courage. The slogan "Take Courage" is practically a part of the national landscape. Shame on the ASA for caving in because of three complaints.
- Bloke, London
THREE COMPLAINTS? Some people have very vivid imaginations. A talking pint indeed!
And yes, it does.
- Paul, London
Whoever set up this campaign has to have been off their face at the time
- Keith Price, Luton, England
But beer DOES increase confidence!!
- Napoleon Blownaparte, London
