Women Against Pornography Zap Degrading Ads, Praise Others
NEW YORK (AP) _ A commercial featuring a black businesswoman getting off a corporate jet and an ad showing a woman in her underwear lifting a baby in the air won praise from Women Against Pornography for positive images of women.
The group presented five ″Ms. Liberty″ awards Friday to non-sexist advertisers and lambasted six others with plastic pigs in recognition of their ″dehumanizing and degrading″ ads.
American Express was a double winner. One was for the ad showing the black businesswoman getting off a corporate jet, a briefcase in one hand and a huge stuffed animal in the other; the other depicts camaraderie among three women and a man who are celebrating, among other things, one’s getting a new credit card.
Jockey International won for its magazine ad for women’s underwear that shows a woman in a white T-shirt and briefs lifting her baby in the air. The copy describes her as a real person with a profession and hobbies and does not show her in a provocative pose.
″Jockey is taking a step in the right direction by selling the product without selling the woman inside,″ said Evelina Kane of the anti-pornography group.
Another underwear ad, which also aims to sell cotton, men’s-style briefs, was criticized for its ″gratitutious female nudity,″ its ″contorted pose″ and its ″pseudo-androgyny,″ the group said.
A magazine ad for Calvin Klein underwear shows a model reclining with arched back in briefs and a T-shirt pushed up to reveal her nipple. The same ad with the nipple covered appeared on billboards.
Calls to Calvin Klein and the other companies criticized were unreturned.
Kimberly-Clark Corp., makers of ″Huggies″ disposable diapers, was ″zapped″ for a TV ad showing children ″parading around like beauty queens″ and striking ″provocative poses.″ Seruchi clothing company was rapped for its ″battered chic″ ad that shows an Oriental woman tied up in a jacket.
A Bandolino shoe advertisement that shows a man clutching a woman’s leg was criticized by John Stoltenberg, co-chairman of the National Organization for Changing Men, who said: ″She is the thing; he is the being. She is the body part; he is the personality. She is the it; he is the he.″
HipOppoTamus boots for men got a plastic pig award for its depiction of men as predators. It shows a man wearing spiked leather wristbands, a bandolier and a scowl and ″implies that to be sexy is to be menacing and aggressive,″ said Dexter Guerrieri, co-founder of Men Against Pornography.
On the positive side, Toys to Grow On received a Miss Liberty award for its catalog cover showing a little girl wearing a foreman’s cap and playing with a construction set. And the United Negro College Fund was cited for a public service announcement that features a woman doctor.
Woman Against Pornography spokeswoman Frances Patai said all the companies who received pig awards were invited to attend the ceremony, but none did.