"The angry cactus" - an important anti-price in a sexist society

Women who are reduced to breasts and butts and staged as mere sex objects for men also encounter us every second corner in the 21st century. The women's rights organization "Terre des Femmes" wants to sensitize for the problem and awarded for the third time the "angry cactus" for the misogynistic advertising.

Inglorious winner is a display of the Hamburg sports studio "fitness & friends". It promotes with the photo of a lascivious on a phallic ice sucking woman and the saying "Hot, hot baby? for his new saunas. The motif is reminiscent of a blow job and is apparently aimed exclusively at men.

1st place: "fitness & friends"

This motif of "fitness & friends" came in first place

© fitness & friends

Terre des Femmes justified the decision as follows:The pose of the depicted woman evokes associations with the representation of a "blow job" / oral satisfaction of a man in a pornographic film or porno book. This depiction reduces the woman to a pure sex object and suggests her sexual availability. This impression is reinforced by the text "Hot, hot, baby!", Which evokes associations with the corresponding cheers in porn movies. (...) The advertised product? a gym? has no product reference to the depicted woman in the pose pictured.?

2nd place: "MKR Rothenbücher"

At least as embarrassing: The Cologne scrap dealer came in second place.

© MKR

In second place came an advertisement of the Cologne company "MKR Rothenbücher". The jury justified their selection as follows:

The breasts of a woman with? Bells? to compare, could be poetic? ? Bells? for female breasts, however, is more commonly used in German as crude and pejorative jargon expression. (...) The naked breast part is staged in the center of the picture, the woman's head is not visible. The individual, the woman, should in the opinion of the jury also play no role, only her naked body is instrumentalized to put metal scrap in scene. The sexualized representation of the female body serves only as an eye-catcher. The woman is reduced to her breasts, without her naked body or concealed breasts being directly related to the product. In connection with a purchase of scrap then from? Old bells? to speak, which also patronizingly take? would be additionally discriminatory and evaluates in the opinion of the jury not only women in general, but just old and older women in an unbearable way. "

3rd place:? Gardening and landscaping Borgmann?

That's right, the beach is often used for gardening: this ad came in 3rd place

© Garden Borgmann

In third place was the announcement of? Garten- und Landschaftsbau Borgmann? chosen from Ankum in Lower Saxony:

"This portrayal of a woman's back on the beach has nothing to do with the advertised training occupation of the gardener (the gardener - by the way, she is not even mentioned textually), because here the sexualized body part of a woman is deliberately instrumentalized as an eye-catcher. In the opinion of the jury, the woman is reduced in the presentation to this one body part, her buttocks, which at the same time also arouses associations of sexual availability? by the text "Do you like it dirty", which in the opinion of the jury reminds of the language in porn movies and the initiation situation in the prostitution milieu. The advertised product? the training as a gardener? In the opinion of the jury has no relation to the body part of the depicted woman in the pose pictured."

More than 80 motifs were available

"Terre des Femmes" had called on the public to submit angry advertising slogans - and more than 80 sexist ads were received. From the proposals, a three-member jury selected three motives for online voting. The Hamburg gym was inglorious winner: "fitness & friends" received 2,235 of the total 3,720 votes cast.

The organization has the winner over his? Victory? informed and invited to talk about sexism in advertising. In addition, she has complained to the Advertising Agency about the three finalists, so he asks them to withdraw their advertising, and possibly publicly reprimands.

In 2016, Justice Minister Heiko Maas (SPD) had promised a law against sexist advertising, which unfortunately met with massive resistance and was subsequently buried. A real shame.

Congratulations to FHM's Sexiest Woman of 2016, Jessy Mendiola! (May 2024).