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London (pte041/19.01.2005/14:45) - An Elle Machperson underwear advert that shows a model brandishing a knife in a dimly lit kitchen has been cleared by British watchdogs. As the Media Guardian http://www.mediaguardian.co.uk reports, a reader's complaint that the advert was demonstrating "sado-masochistic" behaviour and was offensive has been rejected by the Advertising Standards Authority (ASA) http://www.asa.org.uk , which said readers of Vogue, where the advert appeared, were sophisticated enough to appreciate its subtlety.
The advert features a model standing at a kitchen worktop in underwear preparing to chop meat. A selection of vegetables is on the floor, resembling a body, with a cauliflower representing the head and other produce as the arms and torso. As the Media Guardian reports, Vogue told the ASA that its readers were "grown-up, sophisticated and appreciated modern advertising." The magazine added that it found the advert "attractive, seductive and humorous and hoped its readers would view it the same way."
According to Bendon, the company that owns the brand, the Elle Macpherson Intimates range used "highy original imagery" in its advertisement that "adopted cinematic themes and genres". It added that the theme of the print campaign was film noir and the policy of the company was to present its product in an exciting and provocative manner.
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