And the award for the Most Degrading Advert To Women goes to…
An image of a scantily clad female bottom with the slogan ‘On Special Offer’ has been named the most degrading advertisement of the year by a European women’s group. The poster of protruding buttocks clad in see-through tights by Swiss underwear giant Sloggi was given the award for ‘promoting pornography and prostitution’ by the Guard Dogs – a French and Swiss feminist association. It’s a pair of knickers it’s the world gone mad once again
The Winner: Swiss underwear manufacturers Sloggi took the top ‘prize’ for ‘promoting pornography and prostitution’
Italian coffee company Lavazza snagged the ‘gratuitous nudity that has nothing to do with the product’ prize for using a picture of a naked woman on all-fours used to sell its coffee. And a special award for the most sexist image of 2008 was given to car giant Renault for an advert showing a man and woman in bed, with him reading a magazine about the new Clio hatchback and her reading a baby magazine. Underneath was the slogan: ‘Good things come in pairs’.
Flashing the flesh: Lavazza coffee company’s Italian-themed ads, bagged the gratuitous nudity award
The Guard Dogs group – which has been giving the awards to the advertising industry for eight years – also hands out gold, silver and bronze ‘Macho medals’ for the most sexist remarks made by men. Paris Archbishop Monseigneur Vingt-Trois won first prize for his comments about the problem of recruiting more women into the church. He said: ‘The most difficult thing is finding women who are well-educated. It’s not enough just to be wearing a skirt, they also need something between their ears as well.’
The silver medal went to French comedian Fabrice Eboue for remarking on stage: ‘Feminism is not just for authoritarian or sexually frustrated women, it’s also for lesbians.’ The bronze medal went to French publisher Frangois Cavanna, for a foul-mouthed tirade against US secretary of state Hillary Clinton and French socialist politician Segolene Royal. Cavanna said after learning of his ‘prize’: ‘I’m very disappointed. I was hoping to win the gold’.
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