For a sexy women's downhill run?
An Austrian ski-resort operator (Lizum) placed an advertisement
showing a female model in a white singlet (see picture). The ad
contains the slogan:
Perfectly prepared!
The Olympic women's downhill run is waiting for you.
Are you wild enough?
On the basis of a complaint lodged with the Austrian Advertising
Council (AAC), it had to be decided whether or not this ad violates
the ethical standards set down by the AAC. In its decision the AAC
ruled that the ad is sexist and gender discriminating. The
sexualized portrayal of the model has no connection with the
advertised product (ski resort). The slogan communicated a
sexualized message. The AAC therefore recommended to immediately
stop the campaign.
