It's similar to the view of animation in the US. To most people here, animation = children's entertainment. Nothing could be farther from the truth, since animation is simply a form of filmmaking and there have been plenty of animated films that are decidedly adult in nature. Since the misconception is so strongly rooted in our culture, though, people are still shocked and appalled when they see animation with mature subject matter. When I worked in a video store in high school, I always got a laugh when people would rent things like Coonskin or Watership Down and would then burst a blood vessel when they returned the tapes because they had set their kids down in front of the TV, popped in the tape, and walked away whilst Junior got an early education.