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Combating misogyny and sexism is an everyday affair for women across the world. In this day and age, objectification of women for product endorsement is rampant but this time, a fashion brand from New Zealand, has hit a new low with their ad campaign that reinstates the image of a woman being reduced to a sex object.
New Zealand’s fashion label I Love Ugly has come up with an ad campaign for men’s jewellery, presenting their new line of rings against the backdrop of a naked woman’s body.
The ad features a fully-clothed man, with his ring adorned hands clasped around the woman’s breasts, crotch and bottom. These are what the images look like. (NSFW)
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The advertisement, quite understandably, received a lot of flak on social media for their sexist move.
Using a woman’s body as a prop for showcasing masculinity is a new low for advertising. As a brand with a target group that largely comprises of young impressionable men, I Love Ugly should in fact be more responsible in terms of the message they’re sending out.