.....to think using photos of half naked women on a company van to sell workwear is wrong, wrong,wrong?

[Imnotonajourney]

I ve been getting more and more angry about this as the day has gone along and felt I must share.....
This morning on the school run with my three dcs, all under 8, I sat behind a Dassy company vehicle whilst in a traffic jam. My son pointed out that there was a 'naked girl' on the van in front. To my amazement the entire back of this large van was covered in a photographic scene. A workman fully clothed with tool bag entering a room with a woman stood at the door wearing nothing but a pair of lacy pants (bum cheeks on clear display), stockings and suspenders. Nothing more. I was struck dumb until my son pointed out that 'that you can even see a bit of her boob!' (Which you could). It was then that I tried to calmly discuss how ridiculous the whole scene was and that it was absolutely wrong. I still can' t sort of believe that any company, in the 21st Century thinks this is ok. I have looked at the company's website which prides it self on equal opportunities, ethics and so on. Yeah right! However the image we saw on the van is there along with others that look like they re straight out of an adult movie. I've emailed the company to complain. Do you think I m overeacting? Your thoughts please.......

We'll I ve managed to email the marketing department at Dassy this thread so hopefully it will give them a flavour of how we re feeling!? However I m at a loss as to how to put emails on to this thread. Anyone help me?

Do you mean cut and paste the text from your email into mumsnet? If it's not that long you could just paraphrase it for us.

Not sure if this is what you're after. But, here's a cut copy and paste video.

DoraGora thank you. I ll try now. Am a bit rubbish at this sort of thing.

Hi OP, long time lurker who just joined mumsnet to say well done you and I hope you kick up a stink. This stuff annoys me so much, and whoever said it is getting worse again is right...i've seen so many examples over the last few years. The sad things is, a little bit of you just sighs inwardly and goes 'not again', when in fact we should be getting angry about this.

For anyone who is interested there is a really good talk by Jean Kilbourne about women's portrayal in advertising, its called Killing Us Softly 3. She did the first two talks many years ago, this last one is quite recent, and sadly, not much has changed. I think you can find them on youtube (don't think I'm allowed to post a link).
Advertising in general can be depressing, but especially condescending and demoralising towards women, in so many ways, but most especially pushing the notion that all we are good for is looking sexy and entertaining men, how depressing.

Interesting that just today there is stuff in the news about coca cola's milk ads being just as bad...I wonder when they will ever learn that alienating and degrading a whole gender is not how to sell their products.

Does this brand have obvious labels? Because it would certainly make you less rather than more happy to have tradesmen wearing this stuff in your homes, knowing they were happy to wear a brand that advertised itself with this particular porn image. It's not very.... professional, is it?

Mmmm can t seem to do it. I m on an iPad if that makes a difference!? Still to paraphrase....I just told them what I had seen. I then asked them to explain why they had mocked up a pornographic film like scene to advertise work wear. I then asked them why was it necessary to had a half naked woman on the vehicle and clearly expressed that I thought it offensive, sexist and unnecessary. They replied the following morning. Three women signed the email, well female names anyway?? Their response was very clear that they were fully supportive of such a campaign. Let me check email again for some further details......

Industrialbunny, it's fine to post links. They just don't want people spamming or constantly promoting their own stuff.

And just one more thing...in these debates someone always comes along and pipes up with 'well, you see advertisements with men in their underwear as well so there'...eh, yeah, you do - in ads selling underwear!

It is frustrating when the token sexy lady is clearly just there to grab attention and has no real relevance to the brand or product...

Near where my parents live there is a company van parked with a slightly similar image to the one you saw...an attractive lady lying on a carpet using her laptop, in a really REALLY low cut top, with her boobs almost spilling out, seriously it was so tacky and soft porn it was cringey. Anyway, I used to walk past it regularly and wonder what exactly they were selling (badly fitting bras perhaps). It took ages to realise that the company sells carpets....

They point out that this campaign 'extremely irresistible ' was fully conceived by a marketing team solely consisting of women. That it was far from intended to be disadvantageous to women and in their opinion does not objectify, portray or degrade women as a sex object. They then make a statement which seems to be the 'official' response which may be the same on their Facebook page. They say the main point is that you the professional look good in their professional work wear.

In regard to the use of a half naked woman they say she is 'a modern, self confident woman in charge of the situation'. They say they are confident that none of the images portray women as a sex object or a victim. On the contrary she is presented as an equal player, rather than submissive, she is playing her part.
Horseshit.

She's on a van showing her arse to the world ffs. He's standing in front of her fully dressed. How the hell is she an equal player?

How is that empowering to women in any way whatsoever?

Playing her part? Do me a favour.