'Let the Apple Touch You': Benissa's Commercial Campaign Rejected by Feminists

The controversy is served. This time it comes from the town of Benissa. The feminist movement of this village in the Marina Alta has expressed its opposition to the campaign promoted by the Benissa Trade and Business Association (ACEB). The disagreement stems from a promotional poster for local consumption featuring four women under the message: 'Let the Apple Touch You' over the image of four women. The feminist movement is calling on ACEB to withdraw the campaign.

The message on the poster has sparked discontent, leading the feminist movement to believe that besides selling products, the poster 'conveys values and forms of social behaviour'. They argue that 'its impact on society must be analysed to combat sexism or, as in the case of this campaign's poster, continue to display stereotypes and discriminations'.

Those advocating for the campaign's withdrawal argue that under the guise of sending 'an impactful message that grabs attention, it supports traditional roles imposed on men and women, such as the notion that only women do the shopping in Benissa'. Furthermore, they point out that it appears 'disguised as humour, it offends the dignity of women and their bodies'.

They add that, as 'is common in patriarchal society, advertisements that seem harmless continue to convey messages of inequality'. These considerations lead the movement critical of the campaign to encourage 'the Benissa Trade and Business Association to withdraw the campaign'.

Beyond the mentioned phrase appearing on the poster, the ACEB offers an explanation of the campaign, which establishes a connection between the apple ('la poma') and the identifying anagram of a well-known brand of technological products, mainly phones.

It is presented as 'the campaign that makes you smile and gives away technology! Benissa is gearing up for a commercial campaign that promises excitement, smiles, and a spectacular prize'.

It invites people to purchase products in local shops to collect vouchers that, when placed in a box, will participate in the draw for an iPhone 16! 'Benissa does more than sell, it makes you smile!'. A proposal that, as presented, has not pleased the feminist movement.