05 July 2010

Is This The Wrongest Ad Since The Sexist ‘70s?

We know sex sells and the airline industry has taken a bit of a financial battering recently, but this ad for a Russian airline is just laughable. We appreciate air hostesses are iconic objects of male fantasies, but at least let them keep their uniforms on. This is an advert for mainstream tv, not a 1970’s playboy centrefold.

And we’re not the only ones on our feminist soapbox. The Flight Attendants Association of Australia says the sexy stewardess cliché should no longer be exploited for commercial gain.  ‘This type of provocative advertising using cabin crew in this light is not tolerated in Australia and should not be acceptable anywhere else,’ said Jo Ann Davidson, FAAA secretary, ‘Such suggestive advertising portraying cabin crew as part of the product they are selling sends wrong messages and puts cabin crew at risk of sexual harassment and abuse.’

‘It's a sad reflection of the attitude of the airline's executives - dare I say more than likely middle aged males – towards cabin crew, in particular, female cabin crew by portraying them in such a demeaning, distasteful and irrelevant manner.’

A calendar for Russian flag carrier Aeroflot added irons to the fire. It showed a woman wearing an Aeroflot hat (and nowt else) posing in front of one of the airlines planes. We assume she was a model – full frontal nudity isn’t in most air hostess’s job descriptions...

Do you think we’re being prudish, and these ads are just a bit of fun? Or is it pure and blatant sexism? Why hasn’t the pilot been shot in his pants? Come on, have a Monday morning rant…

By Amy Molloy

 


Comments

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Vicki Wharton (Sat Feb 08 18:10:13 GMT 2014): Who said it was only the 70s that were sexist? 1 in 5 cabin crew are subject to sexist abuse and harrassment currently, 2 in 3 schoolgirls in UK schools, 1 in 4 women subject to sexist assault in the home ... think it time we stopped calling it ranting when trying to discuss violence against women and children in the 21st century. We don't talk about black men 'ranting' about racism ... or are we all so sexist that we cant admit to being angry at how people of our gender are portrayed as only valuable if we give men a hard on?
Sam Johnson (Wed Feb 19 21:35:37 GMT 2014): And men the gormless objectifiers :(