Release earlier this week, this advertisement from Russian airline Avianova shows a group of men living out what college humor would have us believe is every man's wet dream - getting to watch a handful of hot women wash something (an airplane) clad only in skimpy bikinis:
In case you needed help deciphering why this advertisement is problematic, here's my top five reasons why this commercial is horrific:
1) Flight attendants don't wash planes - that job goes to someone else, and presumably is not done by hand with a bucket and sponge. That is simply not time or cost effective.
2) Not all flight attendants are models. Or female.
3) Flight attendants give you drinks, peanuts, and scold you for not wearing your seatbelt. They do not perform sexual services, or perform in a sexual manner (except maybe the girls on Hooters Airlines, I assume their job is based on somewhat sexuality just as much at 10,000 feet as it is on the ground).
4) This commercial is not actually selling the services of the airline, but the objectification of the female body under the male gaze (quite literally, considering the creepy COMPLETELY CLOTHED men watching. Got to love power dynamics).
5) The advertisement deprives the flight attendants' of their personal power, and undermines any of their desire to be considered professionals in their business, not simply objects of lust. In fact, thanks to the camera work, these women are pretty much just reduced to their body parts.
edit: Hooters airlines is not actually in existence anymore, having ceased public operation in 2006.
Damn, I was all set to say that this is a pretty inefficient way to wash a plane, but you beat me to that joke.
ReplyDeleteYeah, this commercial is pretty bad, which is a shame because I was enjoying the camera angles and video techniques they employed up until the flight attendants showed up.
AviaNova Airlines: Now with 50% more ogle-able flight attendants!