Mic Mac Mall apologizes to customers, pulls controversial ads
Posted Aug 22, 2013 03:21:47 PM.
This article is more than 5 years old.
The latest ads for Mic Mac Mall in Dartmouth are getting a lot of criticism, with some taking to social media calling them sexist and degrading.
One of the ads in question reads, “My favorite class? Shop!”
The mall’s marketing department has issued a statement saying the mall is sincerely sorry for offending customers, and that they understand why people are angry.
In response, they have pulled the ads from radio, televisions, billboards and online – effective Thursday.
The mall also plans to donate $5,000 to a local organization that focuses on empowering girls. They are looking for the public’s help about which organizations they should consider, and plan to announced their decision early next week.
News 95.7 spoke with local marketing professor Ed McHugh about the ads.
He says stereotypically, females have been shown to be more aggressive shoppers.
“They know who’s shopping there, and most good advertisers will try and get the consumer to feel or see themselves in an ad, and I think that’s what they’re trying to do,” explained McHugh.
But he warns not all publicity is good publicity.
Mic Mac Mall took to twitter earlier in the day to defend the campaign, calling the ads light hearted and intended to be humorous.
