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Controversial advertising has become more significant. Discuss in the context of the rise of so-called Post Fordism.

(Figure 1) The two adverts depicted above highlight a development in what we have (as a nation) come to consider 'controversial'; the term itself refers to "A debate or dispute on a matter of... contrary opinions. 11f These adverts (Figure 1 and Figure 2) have this in common, at the time of each of these campaigns a flurry of controversy shrouded the message that the advert was aiming to present. In 1969 Saatchi and Saatchi presented a poster (on behalf of the Health Education Council) depicting a pregnant man (Figure 1) challenging the nation, particularly men, to think differently when taking precautions of a sexual nature. When one considers the current social issues at the time, the significance of the controversy increases; this campaign was rife during the early stages of the Women's Liberation Movement at which point such acts as the 'Matrimonial Proceedings and Property Act' were coming into effect thus guarantying the wife a share of the family assets on dissolution of the marriage 2 , entailing that historical context leads the advert to carry stronger social implications then at first may appear ­ particularly from a 21 st century perspective. This Post-Fordist society highlighted

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that "one threat of [this] consumer culture was the way in which is appeared to offer women forms of independence that undermined their traditional roles within the famili" The advertising industry thrives on current social issues and events, and their tactical use of them can only aid in attracting greater attention towards the campaign in question: "Advertising itself is a myth that circulates through various domains and multiple registers, functioning as a currency or lightening rod for a range of social concerns 4 ,,; Anne Cronin