Jerusalem – Ultra-Orthodox newspaper Hamodia has refused to run an ad of the Osem food company due to the model’s “mischievous eyes”.
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The ad was prepared as part of an advertising campaign for the company’s new pretzel snack. It shows a haredi man winking as he hands the snack to the readers.
The haredi advertising agency responsible for the ad failed to understand the newspaper’s claim. An agency source even defined the move as “a sick decision”, saying that “no one understood the newspaper’s stance, especially in light of the fact that all other newspapers approved the original ad.”
A source linked to the newspaper explained that the sight of an adult man winking does not match Hamodia’s educational line.
“A secular wouldn’t understand,” he argued. “Our newspaper is first of all an educational tool. The wink, along with the position of the presenter holding the snack in his hand, is unacceptable.
“We expect a grownup person to provide a more educational example, to sit and read a book or something. In the past the newspaper used the same claims to reject an ad showing a person drinking coke.”
Moreover, the source added, the newspaper loses NIS 30,000 (about $8,300) a month due to its insistence not to publish the word “computer”.
Eventually, in order to “fix the distortion,” the haredi presenter’s winking eyes were changed through graphic editing. In addition, the newspaper made a series of changes to the text as well.
Hamodia refused to provide an official comment on this report.
And we wonder why the Charedi community sinks lower and lower in how they are viewed by the public and their increasingly impoverished status within Israeli society. If their media can take such sick positions, what should we expect from the average chareidi. They have no leadership that provides a positive or rational approach to life, even within a strict framework of daas torah. The irrationality and mindless chumras are beyond belief.
It’s about those “Chariedim” that David wrote “עיניים להם ולא יראו”
i would also not approve it. It looks like a rabbi eating away…
you have a shaila? the answer is that it is assur – now what is the question!
Guys, chill out!!! They are a PRIVATE company and they have their rules. You don’t like it? Advertise elsewhere!! Buy another paper!! Its none of your stinkin’ business!!!
It’s awesome!
The advert looks really stupid. This is what happens when you have a secular ad agency using a “haredi-appearing” model to pose for adverts that are the same as the ads they use for a secular audience. They don’t understand their target customers and therefore they submit these stupid-looking adverts. The company should use a different agency that is at least sensitive to what is likely to appeal to a haredi audience.
This reminds me of the time that the hamodia did not accept any advertisements for web design industry, because the rabonim don’t allow internet.
That changed when hamodia opened their own website.
They where unable to give me a name of the rav hamachshir.
Anyone know whats wrong with winking? is it suggestive of something?
I don’t get it, even when trying to view the world from a strict Chareidi perspective. A frum yid cannot be relaxing for a few moments with a soft drink or a cracker? He must sit 24×7 at a shtender with a sefer shukkling back and forth without a break? I think not. Obviously, Hamodia thinks yes.
“Moreover, the source added, the newspaper loses NIS 30,000 (about $8,300) a month due to its insistence not to publish the word “computer”.”
What is the reason for this? Is it some sort of denial that the computer exists?
Hamodia in the U.S. is not the same as Hamodia in Israel, they are totally not related 2 separate owners.. its a mistake many make.
Hamodia in the states is far more liberal
The add looks quite idiotic, I don’t blame them for rejecting it.
In addition to forbidding the word computer, the word pregnant is also a no-no. We don’t want a child asking what that word means, do we? Just because they rejected a silly add doesn’t make them any less laughable.
“A secular wouldn’t understand,”
Great publicity! Now you sound antiquated and condescending too…