Tag Archives | objectification

Air New Zealand Reprimanded Over Sexist Safety Video

As a frequent flier, I’ve become accustomed to tuning out the boring, rehashed safety demonstrations. I know I’m not the only one, as it only takes a quick glance around to see people with their heads bowed pouring over their books, people staring out the round windows, and others resting their tired eyes with head in hand. Apparently Air New Zealand also noticed this plight and teamed up with Sports Illustrated to make a more “exciting” safety video with bikini clad models.

Unfortunately everyone involved failed to consider how these sexed up, objectified beauties would be received by the female population.

Regardless of the objectification criticism, the entire video is weirdly cringe-worthy and awkward. Why are you giving me that flirty smile when telling me to obey illuminated signs? Odd.

From NBC News:

The video immediately sparked online outrage, with Natasha Young of Australia among the most notable after starting an online petition calling for its removal and saying the video was “an excuse to objectify the sexualised female body.” The petition sparked outcry on Twitter with the hashtag #AirNZsexism and attracted more than 11,000 signatures.

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Japanese Advertising Firm Rents Ad Space On Young Women’s Bare Legs

A frank metaphor for how we are viewed by companies. The Daily Mail reports:

Japan has gone one step further with women wearing short skirts or shorts renting out their bare legs for companies market their products in return for payment.

The clever marketing strategy is proving a huge hit with businesses all across Tokyo. As of November 2012, about 1,300 girls have already registered their legs as ad space with Absolute Territory PR, and the number keeps increasing.

As long as the ad is showing on their legs for eight hours a day or more, their job is done, and they are paid an advertising fee. As proof of their work, participants must post pictures of themselves ‘wearing’ the ad on their own Facebook, Twitter or other social networks. Rock band Green Day recently employed the service to promote the Japan release of their new CD, !Uno!

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