matejcek@parvax.DEC (04/04/85)
Regarding the use of a female bather in an ad not for women's bathing attire:
At least they were honest in their reply.....
The response that 'sex sells, and we're in the selling business' is
certainly valid today from a business perspective. What I recommend
to ALL readers, male and female, who find sexist advertising offensive
is to drop a message to the company whose ad offends (cc: to the
ad agency and/or media if you like) and let them know that you will
under no circumstances purchase their products or services until such
time as they stop using offensive materials in their advertising.
They are, of course, used to the occasoinal 'crank' letter or call;
when there are enough of us taking action -- complaining AND FOLLOWING
THROUGH BY NOT PURCHASING FROM THE OFFENDERS -- change will occur.
It may seem like a small thing, but it's a right and righteous thing to
do. I'm not often influenced to purchase by advertising, but I AM often
influenced to NOT purchase. In our society, one of our most effective
weapons is our purchasing power. Show vendors that sex DOESN'T sell, and
they'll stop trying.
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