Virgin Atlantic ad under fire for promoting 'sexism'

[LoZoccolo]

Virgin Atlantic's new ad showing men lusting over glamorous red-suited airhostesses has come under fire for promoting 'sexism'. The advert has also been deemed 'offensive'.

England's Advertising Standards Authority (ASA) has received 29 complaints over the ad campaign, which also includes press advertising, insisting that the ads are insulting to women.

http://sify.com/finance/fullstory.php?id=14854985&?vsv=TopHP3

[Initech]

1. Ads are sexist? Really? Wow, that is surprising!

:sarcasm:

[NYC_SKP]

2. I'm guessing none of the complaintants were wearing heels. (video)

RE-Diculous!

I've seen it, it's not offensive to me. Someone is really going to have to explain how this is offensive.

Violence is offensive to me, but we're exposed to far more of that.

Here's a link to the video:

http://www.guardian.co.uk/media/video/2009/jan/05/virgin-atlantic-ad

[MADem]

9. It's sexist. Make no mistake.

However, the ad watchdogs in UK have ruled that if guys find it funny and "exaggerated," it's not sexist. I guess a small insult is sexist, but a large one painted with a broad brush is just dandy.

It objectifies women--that's the definition of sexism.

I don't get your comment about "complaintants." Are you suggesting that the people complaining were "ugly" women who wouldn't put on high heels to please the men...or that they're...LESBIANS...or something along that line?

What's the point about the heels? That comment reflects rather poorly on you, you know.

Or maybe you don't know.

[NYC_SKP]

13. The ad depicts men ogling women, one woman even ogles back.

Men and women always have and always will, and sometimes it's men to men or women to women, always has been always will be.

I submit that the complainants are alarmists and/or prudes and/or jealous.

And that such people are likely to be "alarmed" partly by the womens' wardrobe. (like a red flag to an angry bull)

Thus, the comment about heels. If one is alarmed by the wardrobe, one is not likely to wear parts of said wardrobe.

But walk out on any city street in the business district and what do you see? Plenty of heels.

Unless they're jealous prudish alarmists. (the lesbian/ugly thing is in your reactionary mind--WOW)

Normal men and women doing what normal men and women do, nothing more.

Regular people. Great ad.

[MADem]

16. Most women don't wear heels on the street. They wear sneakers and

carry the office shoes in a sack--if they do wear heels they wear them in the office. And "normal women" don't wear flirty uniforms and bounce along in unison, except in a teen lad's fantasies.

I don't think the people griping were alarmists, prudes, or jealous. They simply took issue with that stuff. It's not funny when you think that this is the sort of image that your daughters might be looking at, and think that this is all they can aspire to--to be oogled by fat jerks and valued for their cleavage.

Regular people? You apparently didn't read the write-up or you're trapped in a time warp two decades back. That was a send-up of horrible eighties stereotypes, and that's the only reason why they got away with it. It is that they were exaggerated and plainly NOT "regular" that enabled them to escape the censors.

I find the ad ineffective. It is a reminder of a horrible time, when Reagan ruled the world, and Greed Was Good, and the rich were getting richer and the poor getting trampled...kinda like now, but "kinder and gentler" I guess.

[NYC_SKP]

24. Carter was president during those times. And what's wrong with bouncing in unison?

And, FWIW, I personally prefer women in sensible shoes, no makeup, no perfume, but that's just me.

:donut:

[MADem]

50. No he wasn't. Carter got knocked out by Ronald Reagan before Virgin flew their

inaugural flight (1984).

Carter's time was the SEVENTIES (77-81), not the eighties.

If you don't know what's "wrong" with that imagery, that's your issue. And your true colors, too. Guess they haven't "come a long way, baby" after all.

[NYC_SKP]

57. Here's my problem in calling too many things "sexist"...

True, many ads perpetuate conditions of inequality.

Maybe that's true even of this ad.

But it also reflects an era past, and probably somewhat accurately.

Does that make it sexist? Maybe so, but does that mean it should be banned?

Now let me address your "true colors" personal attacks.

This kind of comment doesn't offend me, but it seems typical of the kind of reaction one hears from a person who is too consumed with their anger to actually read what another has written, willing to jump at a conclusion instead of create a dialogue.

If feel badly for victims of real sexism, men and women alike, because so much energy is spent on the wrong matters.

Such people should take the chips off their shoulders and do something really productive to fight sexism.

Have a nice weekend.

Stay positive! :P

[MADem]

58. Whoa. Hold on a minute.

I never said it should be banned. What the British censors do is up to them. I think the ad is dumb, offensive and it objectifies women. I think it also grossly stereotypes men as well. It would be nice if people looked at that kind of stuff and it just didn't resonate with them, but that's probably too much to hope for--particularly amongst people who live by the pecking order. I think people who think it's "no big deal" when these images are broadcast also believe that treating people like objects is "no big deal." It says a lot about the person. And what it says isn't particularly "positive."

We live in a nation that hasn't been able to pass an Equal Rights Amendment in eighty five years of trying, but we've got four or more kinds of boner pills available by simply "asking your doctor about" them.

This shit just isn't funny. Telling any person that they're "less than" or are an object is just not amusing, should not be excused, and does have an impact on people's self-esteem. Even if you think it's no big deal.

I mean, after all, the Amos and Andy Show is "retro" and "old days" too--do you want to suggest that that is no big deal either?

Any time you have to put someone down, objectify them as a group, to lift yourself up, you've got trouble. And it's not having a chip on one's shoulder to note that self-evident truth.

[seabeyond]

59. ya

to EVERYTHING you say. right on. i wish guys would actually listen and think. it isnt hard to see or hear.

[seabeyond]

31. of course it is sexist. they hit on every conditioning that is happening

so much so, that it could not have been by accident

all the ugly geeky men being stupid. after all, they think with their little head.

no good looking male cause would challenge the geekiness factor and that is the purpose of this ad and cause a good looking male would be doing his own swaggering not behaving like the geeky.

the pilot in the middle of beautiful women pumpin chest like he has actually accomplished something, though he has nothing just standing next to sexual/beautiful (give me a down to earth beauty, and that is beautiful, not this faux shit, but that is just taste)

the women in lite as if beauty alone allows them to shine

as they darkin all women purposely choosing and downgrading in all physical ways to make ugly, hence if you have issue with this you are prude, ugly or jealous (hey, you bought into that so easily)

the little girl chasing beauty (now this is the pathetic one) and the woman actin as if welcoming into the parade of beauty, but really a play on motherhood, ya right

and the women themselves believing that throwing out sexual is all it takes to make them superior and playing off women jealousy to continue the conditioning of objectifying with both ourselves and amongst ourselves

it played every single person in the conditioning on who commercials want us to be as people but not. it is totally playing us "in our face" roles they want us to play.

and it is the exact same purpose that peta has been doing, consciously, as other tell us, no really we aren't.

that being said, because of the obvious in your face position this ad has taken, with no subtlety at all, it is not offensive in its own odd way.

[Ichingcarpenter]

3. The woman in the Cadillac Commercial floors her car through a tunnel

and talks about the boys in a husky voice.


Yeah that's not selling sex.

[MADem]

12. That one's asinine, too! Totally sexist!

The suggestion being made is if you buy this car, she'll screw you blue! I'm surprised they don't give the old farts who buy those cars a year's supply of Viagra to "go with" since leading with offers of free gas isn't cutting it these days.

[Romulox]

32. Isn't that the one where she complains that other car companies market to women with cupholders?

If so, the message is 180 the opposite of what you suggest. She is saying that other car companies use sexist ads to market to women, but she is more interested in performance.

[MADem]

51. There's not a damn thing sexual about a cupholder.

But when you put high heels, tunnels, and the word "performance" in an ad, you don't have to be Sigmund Freud to "make the connection."

[OmmmSweetOmmm]

34. The woman who does that ad is Kate Walsh, and she has her own tv series

Private Practice. Cadillac was gearing that ad to women having their own "power".

[Ichingcarpenter]

46. She and the commercial certainly got my attention

I liked the tunnel metaphor the commercial uses

'When you turn your car on, does it return the favor?'

[OmmmSweetOmmm]

48. I love that tag line!

[MercutioATC]

4. Remember the flap over Virgin's "Kisses" urinals?

[MADem]

5. Well, they'd better ban most magazines, then.

The "MAD MEN" model still applies--sex sells. For some reason.

And no matter how much they dress it up and play around with the images, it always seems to me, when I look at magazine ads featuring attractive men and women, that the women always look a little dazed, crazed, starving, submissive and lustful, and the fellows either look "manly," (in an overly studied way) or effete.

I'd love to see the big, glossy publications DARE to do an edition, cover to cover, with real people in all the ads.

I doubt it'll happen. People apparently like looking at a woman who sits around naked with a dramatic facial expression while using a bowler hat to cover her boobs while wearing, oh, an expensive watch or something.

Of course, when I pick up a magazine, it's as likely to have pics of great looking old people in it who are grinning like fools because they can poop real nice or their dentures aren't slipping.

Apparently, though, the ads are only sexist if they aren't "exaggerated." And men think it's funny. Women, plainly, don't seem to share that view, I suspect.

Virgin beat the rap--incredibly:

Onlookers turn their heads and men ogle the sexy hostesses with dreamy looks on their faces, enthralled with the progression. One man drops his mobile phone and another squirts sauce from his hamburger down his shirt.

The ad ends with a scantily dressed woman painted on the side of the Virgin plane winking as the plane takes off, with the line "still red hot".

However the advertising watchdog has cleared the ad of sexism claims.

"The general crux of the complaints was that the ad was offensive because it was sexist and presented a stereotypical view of gender roles," News.com.au quoted the ASA as saying.

"We considered that most viewers would understand that the ad presented exaggerated stereotypical views of the early 1980s and played upon perceived attitudes of that time in a humorous way," it added.

[Chulanowa]

7. Sounds tame compared to an "AXE" commercial

You know, where a guy hoses himself down with aerosolized kool-aid, and every woman in a five-mile radius immediately starts dry-humping their way across town as they're drawn to salivate over him like dogs at a bacon factory?

[MADem]

10. Those are rather idiotic, as well. And doubly cruelly, they're targeting

insecure teen boys, who think that spraying a ton of stink from their chins to their hoo has will turn them from nervous geeks into smooth and suave men who are chased down mountains by "hot babes" in skimpy clothes.

Sex, apparently, sells. I guess I'm old and grumpy, but I regard that kind of pitch as a way of distracting people from a shoddy product!

[Chulanowa]

15. Well, honestly...

I use the stuff - I rather like the fragrance, tell you the truth :) And there is some truth to the advertising - women seem to really like the scent as well. Nobody's clinging to my leg Conan-Wench style, But I do get the more than occasional "Sniff sniff, oooh, what's that? It smells good." :shrug: I know the sexes respond to scents in different ways, so there may be something to it

But yeah, to watch the commercials you'd think the women are yanking off their hoo-has and lobbing 'em at you.

[MADem]

17. You're probably a decent looking young man. You could toss on your

mom's perfume or your dad's Aqua Velva and likely get the exact same reaction.

The stuff might give you confidence, but it's probably more you that appeals to the ladies than the stuff you're spraying on yourself. The scent just gives them an excuse to talk to you, see?

[Chulanowa]

18. Flattery will only get you half way!

For the rest, you need to bring cookies, too.

[MADem]

20. Get yourself some cinnamon scent--the girls will be bringing you ginger snaps in no time!!! nt

[Kalyke]

37. It's beginning not to sell to women

We're tired of it.

I, personally, never buy any product with ads that objectify women - and that includes Swiffer and most name-brand laundry detergeants (whose ad people think that women "date" inanimate objects or are the only people who do laundry).

[MrSlayer]

6. Some people will complain about anything.

It seems harmless enough to me. Lots of hand wringing over nothing.

However the advertising watchdog has cleared the ad of sexism claims.

"The general crux of the complaints was that the ad was offensive because it was sexist and presented a stereotypical view of gender roles," News.com.au quoted the ASA as saying.

"We considered that most viewers would understand that the ad presented exaggerated stereotypical views of the early 1980s and played upon perceived attitudes of that time in a humorous way," it added.

Bingo.

[Kalyke]

39. You're male.

It's not harmless to me.

[leftstreet]

8. Oh for the days of Fabio

[MADem]

19. Ha ha ha!!!

Totally sexist! A perfect example of using sex to tout an inferior product!

Didn't he get hit in the face by a goose on an amusement park ride? Why yes, he did!

A bird strike that was less dangerous than the one on the Hudson....

http://www.youtube.com/watch?v=A7w4dpxgSWA

[leftstreet]

22. BWAHAHA omg you're right

The model and spokesman, Fabio, got a bird's eye view of a new roller coaster at Busch Gardens in Williamsburg, Virginia. But a bird apparently couldn't see him -- it collided with his face during the ride. Fabio was reportedly taken to a hospital for minor cuts and released. A spokesman for his publicist said, "Oh my god! Think if his mouth was open!

http://www.cnn.com/resources/potd/1999/03/31/

:rofl:

[ZombieHorde]

11. Nature is sexist.

The desire to be attractive is natural, as it is to desire attractive people.

[NYC_SKP]

14. Sex is sexist.

Gawd, I miss the seventies.

No bullshit bellyaching about people and their attraction to one another.

[tabatha]

21. It is a light-hearted james-bond-sexy-women type of ad.

While one has to accept that there are many types of people with different types of likes/ dislikes, I don't particularly like it or think it was very entertaining. By the way, in the seventies I was offended when that type of unsolicited (no heels) attention was paid to me - because it totally ignored what I was as a person.

[NYC_SKP]

25. I'm glad that it's getting easier (I think) for women to not follow the high fashion

expectation, that sensible shoes, for example, are less likely to draw disdainful looks.

I really like natural, natural appearance.

I think it's sad that there are expectations to wear makeup, dress like Barbie, etc.

I hope it eases up over time.

:donut:

[4lbs]

23. So, then, I guess we also need to get rid of all the Victoria's Secret ads too?

n/t

[NeedleCast]

26. More poutrage

never ends...

[Kalyke]

40. Male.

I didn't even have to look at your profile.

[LoZoccolo]

27. I think a lot of people are missing an important angle here.

The women in this ad that they are portraying represent their employees.

[lukasahero]

28. I don't think people here are missing anything - I think they don't care

Sexism is a taboo topic here. According to many, it no longer exists and, if it exists, it's natural. Women should take ogling as a compliment.

[tabatha]

42. Should?

I don't.

[seabeyond]

44. i had

an old, ugly, dirty (creepy) man with mirror glasses staring at me the other day. i was sittin in car of store waiting for boys and looked up and he was oggling. he was such a filthy pig (no i didnt think much of him) and was so blatant it was obvious he was trying to put me in my place. i would have stared him down but he was such a creep and gave a creep smile, i just went back to reading.

now

i am not saying that is the normal oggling, but no.... for the most part, with a lot of man, i want to say soemthing not too nice.

when young and playing the game WITH YOUNG, that is one thing, but at a certain time, just enough.

[lukasahero]

49. Try rereading my post

Perhaps I needed a sarcasm emoticon but given the opening sentences of my post and my reputation, I didn't think it was necessary. (Just to be clear, you're arguing the wrong point with me.)

[Nye Bevan]

29. Using PRETTY WOMEN to SELL A PRODUCT?

The horror! I never heard of such an outrage!

[OPERATIONMINDCRIME]

30. LOL Great Ad. I Couldn't Imagine Being The Type Of Uptight Person That Takes Life So Seriously

that I'd be consumed with tearing apart that ad. I truly feel sorry for people like that.

The women look beautiful, smart, confident and sexy. Men take notice and get all googly eyed in an exaggerated way. It's humorous. Not sexist.

Some zealots think sexuality itself is sexist. Can't help but laugh at them.

[Kalyke]

41. Male.

Notice that the only people NOT offended by the ad in this thread are male?

[OPERATIONMINDCRIME]

43. ROFLMAO!

Oh I LOVE when people are so narrow minded that they actually think for a second that the responses in any given thread are indicative of society in general. What a hoot! :rofl:

Psssssttt... Here's a clue for ya: 99% of women could give a rat's fat ass about that ad.

[seabeyond]

45. or.... thankfully, male population isnt representitive of du, wink.

what a hoot.

[OPERATIONMINDCRIME]

47. It's A Cute And Harmless Ad.

That's really all there is to it. :hi:

[AlCzervik]

33. i thought it was cute, love the red heels.

yes i do.

[Romulox]

35. I dunno about the UK, but about 75% of the ads on US tv are sexist (and many against men)

:shrug:

[seabeyond]

38. ah, thank you. lol. how refreshing. lol. my husband recognizes too

and would really prefer that it wasnt that way

he has an especially hard time watching some of them sittin next to young sons. i am much more vocal and able to communicate with sons. he (sadly, upbringing) does not know how to do it.

who he is and his example though are wonderful gifts to the boys.

[MADem]

52. The paradigm of the all wise woman who can bring home the bacon and fry it up in the pan,

who is married to the hapless idiot who doesn't know how to cook and can't do anything, but he manages to buy good cell phones, or something, so therefore he gets to be a hero for a second or two. Those images are horrible, too, and they don't encourage males to aspire to be good fathers.

I find the stereotypes of all sorts increasingly stupid. From the hapless, dumb husbands, to the women who sit home all day talking to Mister Clean, to the bimbos (the word really should be bimbas, bimbO is a male baby) who sell products from cars to beer. it's all just lazy advertising. Dull, boring, stupid.

[Romulox]

53. Well said. Consumerism isn't terribly empowering to ANYONE.

"I find the stereotypes of all sorts increasingly stupid. From the hapless, dumb husbands, to the women who sit home all day talking to Mister Clean, to the bimbos (the word really should be bimbas, bimbO is a male baby) who sell products from cars to beer. it's all just lazy advertising. Dull, boring, stupid."

I'd add the career women who dresses like a fashion model to the list. Talk about pressure!

[MADem]

55. Yeah....because nothing says you're serious about your business world job like

excessively teased hair, the big red lips, "angry boobs" in a push up bra, and six inch heels! Because dressing like an employee who works around a pole is always the path to promotion!!

:rofl:

As Ricky Ricardo used to say ... "It's just so ridiculous!!!"

[OmmmSweetOmmm]

36. Not sexist, but sex. There is a woman lusting after the pilot in the ad! Here is a video of it.

http://www.youtube.com/watch?v=r3zEn7r3rtk

[Marr]

54. My only problem with it is that it runs 1:30.

Way too damn long for a commercial.

[ieoeja]

56. It is "sexual", not "sexist". n/t

[Runcible Spoon]

60. LoZo's DAILY HIT N RUN FLAMEBAIT.

yayyyyyyyyyyyyyyyyyyyyyyyyyy