“Milk, cocoa, hazelnuts and sugar.” This song was one of the childhood songs of many. adults of our time. Nocilla’s advertising was clearly aimed at children to create desire and at their mothers to fulfill their whims. However, the brand chocolate hazelnut spread He adapted to the new times and released much more transgressive advertising. A good example of this is Advertisement of Nocilla The latest of these was released in Spain. In it, we see an elderly man placing a Satisfyer on his forehead while his granddaughter looks at the camera and his voiceover says, “When you tell your grandfather that’s not a thermometer, tell him with Nocilla.”
The short video has sparked outrage on social media, with many people. One of the first groups to file complaints was Association of Christian Lawyersbut after them, other voices were heard from different sectors, united by anger at the sight sex toy in an advertisement featuring a teenager.
However experts in marketing and sexology They do not believe that Nocilla’s statement is of such great importance. The first believe that it is aimed not at children but at young people, and from the field of sexology they insist that the problem with all this is the demonization of eroticism. Hypertext We spoke to representatives from each region to better understand this, and here’s what they told us.
Girl, teenager or young woman?
First of all, we will need to establish the age of the girl who appears in the Nocilla ad. People who criticize the video claim that she is a teenager. Almost a girl. However, it seems that this is not so much. up to 18 years old.
Many countries, including Spain, are banning entry sex shops minors under 18. The same applies to purchases on websites, although logically it is much easier to violate this.
It is assumed that if this girl was able to buy this product, she must be over 18 years old. However, we have to wonder if it is really that problematic for teenagers to know about these toys. ” masturbationlike Nocilla, has no age“says a psychologist and sexologist Laura Marcilla in conversation with Hypertext. “There is no point in thinking that Nocilla is a product for children and that masturbation should occur after 18 years of age.” In fact, “very often it begins in adolescence.” To all this, the sexologist adds that “there is no harm “in which a boy or girl uses a sex toy instead of masturbating with their hands.” The problem is that we think of erotica as something bad.
Nocilla Advertising Target Audience
One of the biggest misconceptions of Nocilla’s critics is that it is aimed at children and teenagers. However, neither marketers nor sexologists agree with this.
“I find this to be a funny wink to Nocilla’s audience, They are not just kids anymore“, says the popularizer and brand strategist Ferdinand of Cordova“Nocilla has long ceased to exist what mothers buy to give energy to their children to a product of pleasure, hedonism.” This, logically, completely changes the audience your ad is aimed at. “This ad seems to be a tribute to the millennials/Gen Z who grew up with it and did not refuse to continue drinking it, as is the case with other brands that have broken age boundaries.” This applies, for example, to Pixar, Lego or Cola Cao.
Laura Marcilla thinks so too. In fact, he believes that it is precisely by being broadcast in TV Teenagers will have a much harder time seeing this. “They don’t have to be in a Nocilla advert to know that there are wipes, clitoral stimulators and other toys,” he explains. “It’s all on social media, and teens watch social media far more than they watch TV adverts.” But she adds that she’s convinced that “if there are teens who have seen a Nocilla advert, it may have come through social media.”
On the other hand, both argue that if a small child saw the advertisement, he would most likely not recognize the object that the grandfather was putting on his forehead. You won’t understand the plot.without further ado. If you know what it is, problem This is not from the Nocilla advertisement.
Let’s focus on what’s really important
Social networks exploded with Nocilla’s statement about the immorality of adding a sex toy to an everyday scene between a grandfather and granddaughter. However, as Marcilla well remembers, there are advertisements in which instances of hypersexualization or sexist behavior This can be harmful to teenagers. Often these spots go unnoticed by us because it is a behavior that we have normalized. On the other hand, we do not consider it normal that teenagers masturbate and that there is no difference between doing it with their hands or with toys.
On the other hand, the sexologist reminds that the main problem of children and teenagers is that the Nocilla advertisement advertises a product that is harmful to health. “There is nothing in masturbation that would be harmful to all people. sugar “Yeah.”
Fernando de Cordova also makes a similar comment on this matter. “I think that in a world that is increasingly concerned about children’s nutrition, it makes sense to leave this discussion and move on to a more youthful hedonism“.
We insist on extolling naturalness when it comes to grandma’s remedies or herbal cosmetics. But when it comes to something as natural as masturbation, we throw our hands up in the air. Is Nocilla’s advertising really the problem?
Source: Hiper Textual
