'Sexist' Audi commercial in China treats bride like vehicle

20 July 2017, 12:32 | Andres Norman

An Audi commercial in China compared women to used cars. It didn't go well.

Audi advert likening women to used cars backfires in China

People are upset after luxury vehicle brand, Audi, compared women to used cars in a new ad.

The older woman grabs the bride's nose and ears, pinches her lower lip and peers at her teeth and tongue.

The commercial then cuts away to footage of a red Audi sedan driving along an empty highway, as a male narrator's voice says: 'An important decision must be made carefully.

Others called it sexist and "disgusting", with one Weibo commenter writing: 'We had a Volkswagen at home and my husband planned to get an Audi.

Both Twitter and Chinese social media site Weibo blasted the commercial, with some calling for an apology or a boycott of Audi.

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A spokesman for Audi's Chinese publicity department told Hong Kong's South China Morning Post an investigation had been launched and the company's marketing in China was the responsibility of its local joint venture partner.

An Audi spokesman told the South China Morning Post that the auto markes were looking into the advert, which had been made with a joint venture partner.

Viewers are then encouraged to visit Audi's second hand auto sales website. Audi sales in China were down 15% in the first half of 2017.

The anger over the China advert comes just a day after an announcement by the UK's Advertising Standards Authority which bans adverts encouraging gender stereotypes. One Youtube user suggested the public "demand a formal explanation and apology from Audi" for discriminating against women.

Last year, a Chinese firm apologized for a racist laundry detergent ad, in which a Chinese woman throws a black man covered in paint into a washing machine.



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