Advertisement is suspended by CONAR for setting a bad example
Author: Valdir Rocha, Veirano Advogados

CONAR’s Court of Appeals maintained its previous ruling that ordered the suspension of Dodge’s advertisement in a magazine, which, among other phrases, stated that “A man who is really a man does not honk. He frightens the car ahead”.

Consumers and the presidents of the Association of Traffic Victims and of the Brazilian DMV felt that this advertisement set a bad example, since it promoted aggressive and intimidating behavior.

The advertiser alleged, in its defense, that the advertisement attempted to be humorous, exploiting the stereotype of an “alpha-male”.

The reporter counsel ruled for the suspension of the advertisement and stated that both the advertiser and the agency suggested that the only way to demonstrate toughness was by being rude and violent.