The ads rely on the old saw that sex sells, but we’re willing to let that slide–after all, it’s lingerie. But these ads don’t sell lingerie with the promise of intimacy or pleasure or love; they sell it as a way of getting away with being “bad.” Specifically, with maxing out your boyfriend’s credit card or crashing his car.
There are so many things wrong with that. First, the dual sexist stereotypes that women are frivolous overspenders and bad drivers. Second, the implication that women are dependent on their male sex partners (it’s his car and his credit card). Third, the idea that sex is a bargaining chip–that women should trade on their looks to get out of financial mishaps.
As Copyranter noted, “Gisele Bündchen kills feminism dead [with these] ads.”
What do you think?
TOP: Screenshots of Hope lingerie advertisement.