While the controversy emanating from the campaign “If neither you nor I have been, then who?”, which made Pablo Motos and El account of another advertising campaign, which in this case is not its own, but someone else’s. The portfolio led by Irene Montero has ordered (only to later retract its decision) that the Almázcara Majara winery from León remove from circulation a billboard advertising the wine “Demasiado Corazón” on the grounds that it sexualizes the image of women for promotional purposes.
Highlights the lower back and buttocks
Equality considered that the image objectifies women which is why it ordered the Almázcara Majara winery to remove “this or any other advertising category email list content of these characteristics”, as reported by InfoBierzo . According to Irene Montero’s portfolio, the billboard for the Bercian winery is “of considerable size” and “highlights the lower back and buttocks” of the woman portrayed there. “The activity of the Winery does not justify the female objectification that emanates from the advertisement presenting women as a sexual object ,” Equality stressed in a letter sent to the winery. According to the letter, the advertisement favors “the perpetuation of discriminatory attitudes.” Equality accused the poster of violating article 3 of the General Advertising Law and therefore urged the winery to remove it from circulation and not show it again in the future.
The advertisement is artistic in nature
Javier Álvarez, founder of the Almázcara Majara winery, points out that Moscardó painted the work trying to evoke the beach of the Mediterranean Phone Number DE Sea and the heart that the name of the wine alludes to. The person in charge of the Almázcara Majara winery describes the painting as “very artistic and romantic . ” “In fact, the back label talks about feeling alive for loving and not for hating,” Álvarez asserts in statements to Cadena SER . “The meaning of the label revolves around love,” he adds. Álvarez points out that the billboard censored by Equality has been located in Molinaseca at the doors of his winery for more than ten years and that until now no one had described its content as sexist and humiliating to women.
