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

05 July 2010

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



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