Brazilian supermodel Gisele Bundchen. Picture: AFP Source: AFP
In a country that gave its name to the Brazilian wax it is unusual to find the government standing up for women’s rights.
However, Brazil’s Ministry for Women has requested that a TV ad featuring Brazilian model Gisele Bundchen, be banned from airing because it typecasts women as sex objects.
In a win against the sexualisation and objectification of women the Ministry for Women said that the ad “reinforces an erroneous stereotype of women as sex objects and ignores the progress made in ending sexist practices. It also represents discrimination against women.”
In the ads for the Brazilian lingerie brand “Hope”, Bundchen is seen in panties, a bra and high heels, in an effort to distract her husband when she gives him bad news. There are several scenarios including bad news about damaging the car, exceeding her credit limit, and her mother coming to live with them.
The TV ads imply “that sensuality can melt any man” and “encourages Brazilian women to use their charms … to minimise the reactions of their husbands,” the ministry said.
If successful, this will be the second win for the Ministry of Women who also managed to ban a beer ad in 2010 featuring US model Paris Hilton in suggestive poses.
Writer Helen Splarn. Editor Dr Ramesh Manocha.
Source: AP
The whole scenario can be seen (and “sold” to men) also from another point of view.
Are men unable to:
a) see they are being manipulated?
b) see that they are being treated as braniless (dickheads) who can not function cognitively in these situations?
c) handle bad news and resolve potential conflict using their brains?
d) isn’t all this actually offensive to males?
If I was a male, maybe I would see it that way….