{"id":4486,"date":"2018-06-05T00:00:00","date_gmt":"2018-06-04T23:00:00","guid":{"rendered":"https:\/\/www.jep.be\/mercedes-benz-05-06-2018-avis-de-reserve\/"},"modified":"2018-06-05T00:00:00","modified_gmt":"2018-06-04T23:00:00","slug":"mercedes-benz-05-06-2018-avis-de-reserve","status":"publish","type":"post","link":"https:\/\/jep.be\/fr\/mercedes-benz-05-06-2018-avis-de-reserve\/","title":{"rendered":"Mercedes-Benz 05-06-2018: Avis de r\u00e9serve"},"content":{"rendered":"

Adverteerder \/ Annonceur: MERCEDES-BENZ<\/strong><\/h3>\n

Product-Dienst \/ Produit-Service: Mercedes-Benz<\/strong><\/h3>\n

Media \/ M\u00e9dia: Autres (point de vente), Internet (site web)<\/strong><\/h3>\n

 <\/p>\n

Beschrijving van de reclame \/ Description de la publicit\u00e9 <\/strong><\/h3>\n

Le visuel est divis\u00e9 en deux parties : \u00e0 gauche, sous le texte \u00ab De z\u00e9ro \u00bb, un homme \u00e0 c\u00f4t\u00e9 d\u2019un skate, qui croise les bras et regarde une voiture et \u00e0 droite, sous le texte \u00ab \u00e0 h\u00e9ros \u00bb, le m\u00eame homme avec un chapeau, les bras dans le dos, qui sourit et se trouve avec une femme \u00e0 c\u00f4t\u00e9 de la voiture.<\/p>\n

Klacht(en) \/ Plainte(s) <\/strong><\/h3>\n

1) Le plaignant trouve que la publicit\u00e9 v\u00e9hicule des clich\u00e9s sexistes et r\u00e9ducteurs : on y repr\u00e9sente \u00ab l’Homme \u00bb qui poss\u00e8de la voiture qui attire \u00ab la Femme \u00bb mais en plus, les valeurs v\u00e9hicul\u00e9es sont \u2018pauvrophobes\u2019 : une personne sans voiture serait un rat\u00e9.<\/p>\n

2) La plaignante trouve la publicit\u00e9 compl\u00e8tement aberrante de sexisme. Le message v\u00e9hicul\u00e9 ne fait que renforcer les clich\u00e9s : si un homme ne poss\u00e8de pas de grosse berline (capitalisme, consum\u00e9risme) et en est r\u00e9duit \u00e0 devoir rouler en skate, c’est un \u00ab z\u00e9ro \u00bb ; par cons\u00e9quent, les femmes (h\u00e9t\u00e9ronormativit\u00e9) ne s’int\u00e9ressent pas \u00e0 lui. En revanche, s’il roule en Mercedes, c’est un \u00ab h\u00e9ros \u00bb : il va avoir du succ\u00e8s aupr\u00e8s de la femme (blanche, mince, jeune, juch\u00e9e sur des talons aiguilles) et va les collectionner (renforcement de l’id\u00e9e que la femme est une proie pour l’homme pr\u00e9dateur), car il est bien entendu qu’une femme ne juge de la valeur d’un homme que sur base de ses moyens financiers (sexisme, clich\u00e9s de v\u00e9nalit\u00e9).<\/p>\n

Beslissing Jury in eerste aanleg: Advies van voorbehoud<\/strong>
D\u00e9cision Jury de premi\u00e8re instance: Avis de r\u00e9serve<\/strong><\/h3>\n

Le Jury d\u2019Ethique Publicitaire (JEP) de premi\u00e8re instance a pris la d\u00e9cision suivante dans ce dossier.<\/p>\n

Le Jury a constat\u00e9 que le visuel concern\u00e9 par les plaintes est divis\u00e9 en deux parties : \u00e0 gauche, sous le texte \u00ab De z\u00e9ro \u00bb, un homme \u00e0 c\u00f4t\u00e9 d\u2019un skate, qui croise les bras et regarde une voiture et \u00e0 droite, sous le texte \u00ab \u00e0 h\u00e9ros \u00bb, le m\u00eame homme en face d\u2019une femme \u00e0 c\u00f4t\u00e9 de la voiture.<\/p>\n

Il a \u00e9galement pris connaissance du contenu des plaintes et notamment de l\u2019interpr\u00e9tation du visuel qui y est donn\u00e9e comme v\u00e9hiculant des clich\u00e9s sexistes.<\/p>\n

Selon le Jury, il n\u2019est pas question dans cette publicit\u00e9 de st\u00e9r\u00e9otypes fond\u00e9s sur le sexe, ni de st\u00e9r\u00e9otypes relatifs \u00e0 la relation entre les hommes et les femmes, qui iraient \u00e0 l\u2019encontre de l\u2019\u00e9volution de la soci\u00e9t\u00e9.<\/p>\n

Il est \u00e9galement d\u2019avis que la publicit\u00e9 n\u2019est pas de nature \u00e0 d\u00e9nigrer une certaine cat\u00e9gorie de personnes.<\/p>\n

Le Jury est d\u2019avis que c\u2019est davantage le choix des termes utilis\u00e9s, en combinaison avec le fait de viser ceux qui par choix ou non ne poss\u00e8dent pas de voiture, qui pose question.<\/p>\n

Il est d\u00e8s lors d\u2019avis que la publicit\u00e9 concern\u00e9e est susceptible de provoquer des r\u00e9actions n\u00e9gatives aupr\u00e8s d\u2019une partie du public. Il a donc estim\u00e9 devoir formuler un avis de r\u00e9serve conform\u00e9ment \u00e0 l\u2019article 2 de son r\u00e8glement et en appelle \u00e0 la responsabilit\u00e9 de l\u2019annonceur.<\/p>\n

Un avis de r\u00e9serve implique que l\u2019annonceur est libre concernant la suite qu\u2019il donne \u00e0 cet avis.<\/p>\n

Veuillez noter que cette d\u00e9cision ne devient d\u00e9finitive qu\u2019apr\u00e8s l\u2019expiration du d\u00e9lai d\u2019appel.<\/p>\n","protected":false},"excerpt":{"rendered":"

Adverteerder \/ Annonceur: MERCEDES-BENZ Product-Dienst \/ Produit-Service: Mercedes-Benz Media \/ M\u00e9dia: Autres (point de vente), Internet (site web)   Beschrijving van de reclame \/ Description de la publicit\u00e9 Le visuel est divis\u00e9 en deux parties : \u00e0 gauche, sous le texte \u00ab De z\u00e9ro \u00bb, un homme \u00e0 c\u00f4t\u00e9 d\u2019un skate, qui croise les bras et regarde une […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-4486","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nMercedes-Benz 05-06-2018: Avis de r\u00e9serve - JEP - Jury d'Ethique Publicitaire<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jep.be\/fr\/mercedes-benz-05-06-2018-avis-de-reserve\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Mercedes-Benz 05-06-2018: Avis de r\u00e9serve - 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