Wednesday, September 26, 2007

Mocca.com commercial: Take it in the right spirit

(Published - ST Forum, Online Story. September 26, 2007)

I refer to Ms Vivien Koh Swee Hoon's complaint against the Mocca.com television advertisement, 'Man's skimpy attire in TV ad is disgusting' (Online forum, Sept 24).

The writer must understand that there are a lot more flesh-revealing images on our media today. The man in the Mocca.com advertisement she so detests is apparently a bodybuilder and bodybuilders, just like women in beauty pageants, have to parade in skimpy clothing.

He was even doing standard bodybuilding poses. If that is disgusting, I don't know what isn't.

The advertisement was done to show the dynamism in advertising, using the irrational incompatibility of a bodybuilder selling his house as a technique to both draw laughter and advertise Mocca.com's services.

If Singapore's values have gone down the drain, we might as well scrap bodybuilding and beauty pageants as they reveal too much flesh. In that sense, we might as well ban bikinis and brief-trunks at swimming pools and beaches.

I think it is quite sad that new-age puritanism in our country threatens to rob us of our sense of fun and humour.

Ho Chi Sam

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