Is sexy Gisele Bundchen ad bad for women?
Gisele Bundchen in California. (AP Photo/Matt Sayles)
Tom Brady’s bride Gisele Bundchen is in a bit of hot water with Brazil’s Ministry for Women, which wants to pull a television ad featuring the leggy, lingerie-clad supermodel. The ministry says the spot for the Brazilian lingerie line “Hope’’ reinforces the stereotype of women as sex objects and “ignores the progress made in ending sexist practices…It also represents discrimination against women.’’ In the ad, the supermodel mom is dressed in panties, a bra, and high heels in an effort to distract her husband while she delivers bad news — about damaging the car, exceeding her credit limit, and her mother coming to live with them. According to the ministry, the ad sends a message “that sensuality can melt any man’’ and “encourages Brazilian women to use their charms…to minimize the reactions of their husbands.’’ In a statement, the lingerie company’s director, Sandra Chayo, said the campaign is not intended to be sexist. “Gisele can testify that all of the situations shown in the campaign are jokes about daily life,’’ Chayo told the UK’s Guardian newspaper. “In no way should they be taken as being depreciative of the feminine figure. It would be absurd for us, who make a living off the preferences of women, to do anything to devalue our main consumer.’’ Brazil’s Ministry for Women previously helped ban a beer ad featuring Paris Hilton in provocative poses.
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