Like beauty, can sexism be in the eye of the beholder?
In promoting the always popular stance of adding nothing to the price of an airline ticket, Chocotravel, a travel company in Kazakhstan, created an ad featuring naked female models posing as flight attendants.
…to emphasize nothing being added.
And while you are likely to see more nudity at the beach, the ad is not going over well in a 21st-century world… though, we get the feeling that if the ad featured exotic male dancers from Chippendale, there might have been a different response.
Marat Raimkhanov, a PR and communications consultant, told the BBC the ad is “a triumph of misogyny, a gesture of desperation to attract public attention.”
“It’s a total failure—socially, morally and professionally,” he proclaimed.
While charges of sexism were popular, Nurken Rzaliyev, who works for Chocotravel’s parent company, Chocofamily, rejected the claim.
“There’s definitely no sexism,” he said on Facebook, according to BBC. “Opinions were divided, but attention was made to the problem of high ticket prices.”
And that’s what ads are intended to do: draw attention.
Choctravel Ticketing Service director Nikolay Mazensev, also responded on Facebook, saying the ad was “bold and outrageous and we did not mean to offend”.
“It shows no less than you’d see on the beach or by the pool,” he added. “Do you attack girls in short skirts or swimsuits?”
Proving that they are an equal opportunity company, the company released a second ad the day after the first was released featuring an all-male revue, following the same script.
All of which proves that if nothing else, Chocotravel knows how to have a little fun — ladies beware!