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Sex still sells. Feminists speak against sexism

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Feminist Association, Guard Dogs, slams sexy ads promoting sexism

French and Swiss Feminist Association, Guard Dogs, handed out their special awards in sexism.

Sex sells and feminists are concerned.

The Association was outraged by the Swiss Sloggi underwear company ad blaming it for promotion of pornography and prostitution.

The ad photo features a sexy woman’s behind in somewhat see through tights and the photo is accompanied by the slogan “On Special Offer.” European feminists found it offending and most degrading in advertisement in 2008.

The Guard Dogs Association is famous for giving their awards to the advertising industry for the last eight years.

In 2008 they also picked Italian company Lavazza for “gratuitous nudity that has nothing to do with the product” ad featuring a woman covered in wolf’s skin, standing on her fours. The ad was to promote coffee.

Though it’s vaguely connected with the product, indeed, it’s still very Italian. I don’t see a naked woman on the photo, I see a she-wolf, that, according to the legend, fed Romulus and Remus and took care of them, and so that’s how the city of Rome was build.

The most sexist image of 2008 is the ad by Renault showing a man and woman in bed, with him reading a magazine about the new Clio hatchback and her reading a baby magazine, according to The Sun. reports, the Guard Dogs also hand out special gold, silver and bronze Macho Medals for the most sexist remarks made by men. This year the winner is Paris Archbishop Monseigneur Vingt-Trois for his comments about the problem of recruiting more women into the church.

The most difficult thing is finding women who are well-educated. It’s not enough just to be wearing a skirt, they also need something between their ears as well,” he said.

Are you offended? I’m not really, cause he’s partly right.

Well, maybe I’m just not a feminist.

It’s not the first anti-sexist campaign in the EU. Last year European Parliaments also wanted to ban sexy ads in the Union.

March 10th, 2009
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