It isn't a secret that sex is a highly popularized theme within advertisements today. However, some innuendos and references may be translated differently when a mixing of international cultures is involved. This is the case with the Hope brand lingerie, sponsored by widely known Victoria's Secret supermodel, Gisele Bundchen. The ad has aired in several countries across the globe, but is receiving the most criticism from the model's native country of Brazil. The commercial is perceived as sexist and counterproductive to feminists, who feel what they've worked so hard to achieve is suddenly being erased.
The content of the ad includes the model coming home after a hectic day, stripping down to nothing, and then delivering bad news to her husband that she crashed his car. Brazilian officials released a statement highlighting their opinions on Ms. Bundchan "using her charm to lessen a possible bad reaction from her husband". They feel like the ad portrays women as sexual objects versus the image of power and strength of a woman that might banish sexist thinking.
The Hope representatives replied calmly yet assertively that they were merely depicting humorous scenes from everyday life, while showing that there was no depreciation of the female figure. They continue by suggesting it would be absurd for them to talk down to women, their main consumer of the product.
While I don't think the ad necessarily talks down to women or depreciates a woman's value I can see how some people might be offended by it. Again, this is a classic example of approaching certain advertising techniques with caution when dealing with an international audience.
There is a clip of the ad within an entertainment talk show video here.
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