A highly professional committee, including media, academy and women organizations representatives, was assembled in order to rate the commercials. The results were revealed on March 6th during a special convention, under the chairmanship of Knesset member Tzipi Hotovely. The event took place in the Knesset in cooperation with the Committee for the Advancement of the Status of Women.
The convention included a number of speakers, including representatives from WIZO Israel which declared: “selling a bra shouldn’t include undressing young girls”. Hotovely stated: “the degradation of women should be heavily fined”. As discussed in the convention; inviting teenage girls to pose wearing bras to promote your product is sexism.
The campaign which granted FIX with the scarlet letter invited teenage girls to pose wearing bras by the brand and publish the photos in the company’s Facebook page to win prizes. Also in the dishonorable list of most sexist are: Goldstar beer, Proportion – medical center, Do-It kitchens, and AXE Body Spray.
According to the committee: “this advertising crosses a red line as it encourage under aged teenage girls to actively take part in the degrading marketing of a product in a way that objectifies and sexualize women. We fear the pressure to pose in a seductive manner will be misinterpreted by teenagers and will reinforce the notion that the exploitation of the woman body is legitimate”.
This is the fourth year the scarlet letter is published by the VIZO organization. Last year’s “winners” were the Arena Mall and in previous years the honor was bestowed upon “Mey Eden” and the “Fairy” brand.
According to Gila Oshrat, Chairperson of VIZO Israel, The phenomena of depicturing the woman body as a soulless object is too common in the prime time. An advertising agency is indeed not the Ministry of Education but it could show some responsibility none the less and take on creating a balance between freedom of speech and a respectful, appropriate depicturing of the woman body.