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'Sexy' sausage ad causes stir in Swedish town

'Sexy' sausage ad causes stir in Swedish town

Published: 10 Jul 2012 10:07 GMT+02:00
Updated: 10 Jul 2012 10:07 GMT+02:00

The advert includes a close-up picture of a woman clutching a hotdog with two hands, with her lips wrapped around the tip of the sausage.

Below reads the text “Thick sausage with bread” together with prices and other items on sale at the street kiosk, located in Simrishamn in southern Sweden.

Gender studies expert Britten Dehlin has immediately taken issue with the picture.

“This is a sexualized picture. A prime example of an poorly-thought through act and a traditional gender approach with the aim of drawing in customers,” she told the local Ystads Allehanda newspaper.

Dehlin had also been outraged the year before when the kiosk featured an ad of a naked woman wrapping herself around a sausage.

However, kiosk owner Jörgen Andersson doesn’t see the problem.

“I think the picture’s fun! The youngsters don’t get it – they only see the sausage,” he told the paper, adding that the picture had been used by Swedish food retailer Scan around seven years ago.

Meanwhile, Dehlin is furious that the picture may sour potential residents from moving to the area, claiming the sexy sausage ad “sabotages” the municipality's gender equality.

“We want people to come here, we want Simrishamn to have a good reputation and take the lead with our gender equality work. This is not just behind the times, but it’s working against equality,” she told the paper.

Meanwhile, a member of the local council which allows the vendor to rent space at the municipality-run sports hall told the paper he hadn't seen the ad but would nevertheless make sure the offending menu is removed "immediately".

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Your comments about this article

10:36 July 10, 2012 by NyDag
Hahah gender expert - w.t.f is that? These people are on crac.k cocaine! The poster is a good laugh and plus you'll never be able to prove that it was intentional. Lighten up you go.d da.mn thought police.
10:43 July 10, 2012 by Svealander
"An advertisement for a deli featuring the full, red lips of a woman wrapped around a thick sausage has caused a stir in a southern Sweden town, with gender experts outraged."

Almost every stereotype about Sweden is covered in this opening paragraph. Virtually no stone is left unturned. They could have added: "Consensus-minded, Feminist activist Sven Larsson had this to say: 'This type of sexy, Capitalist propaganda is a blatant blow to the Swedish model and makes the most beautiful summer in the world, a Swedish summer less enjoyable.' Mr. Larsson did not wish to be addressed as "He" (Han) or "She" (Hon) but rather as "Hen" and drove to the interview in a volvo that was blasting ABBA music. The interview took place around a "Galant" desk imported from Ikea.
10:48 July 10, 2012 by towns
"Vi svenskar" are outraged at this subversive anti-Feminist propaganda!
10:50 July 10, 2012 by MaxTron
Comment removed by The Local for breach of our terms.
11:01 July 10, 2012 by robban70226
ridiculous.. put a picture of a boy next to it and make it equal, many also like the ''big ausage'' too
11:02 July 10, 2012 by Shibumi
Ummm... that sausage ain't that thick.
11:05 July 10, 2012 by EP
Comment removed by The Local for breach of our terms.
11:05 July 10, 2012 by Abe L
And yet the ad works.

I'd be more inclined to buy a sausage at this place then one with no special ads or one with a dude with a justin bieber emo-haircut in a scarf that is displaying his chest hair while sucking on a sausage.
11:12 July 10, 2012 by SimonDMontfort
How very refreshing it is to know that, despite the enormous pressures of work, faced by a 'Gender studies expert ', Ms Dehlin STILL finds time to visit a humble food vendor's kiosk....
11:20 July 10, 2012 by skogsbo
Clearly her regular Korv is not so thick and isn't cutting the mustard. ;)

Perhaps an add where someone licks the ketchup out of the bread, with no korv in it
11:22 July 10, 2012 by Mb 65
I think these people need to grow up. We have people p--ss--g by the side of the road, dogs shitting everywhere and teenage girls and boys drunk in the streets every Friday and Saturday . Almost porn on the TV and they are up in arms about this ad. No wonder they are all off work with stress.
11:22 July 10, 2012 by Tiny Red Ant
That is not how you eat a sausage.
12:12 July 10, 2012 by Paul_225
The only thing a humanities degree gets you is becoming a "gender expert" and constantly whining.
12:26 July 10, 2012 by Dr. Dillner
This ad could not even excite a pubescent boy. It is so bland. Too many people reading far too much into it.
12:39 July 10, 2012 by spongepaddy
Hey, I'm all for gender equality. And unlike half the men commenting here, I'm not a sexist pig (plus I can spell correctly). However even a bleeding-heart liberal like me can't see what the kerfuffle is about here. They made this ad to get some free advertising, and by God have they got it now.
12:53 July 10, 2012 by Chloe Monroe
Reading this makes me really want a....hotdog.

Clo
13:11 July 10, 2012 by Nvd
How can she say that it is a "she". It can be a "boy" with proper cosmetics.

Ah, now the homos are targeted.

Grow up people. Sweden is getting an international name of "country of restrictions".

But, wait, she has to justify the salary she is taking. Right?

Please go and help people in the poorer countries. The girl (or whoever) sucking and biting the sausage is happy doing it and has all the rights to do it and show it.
13:12 July 10, 2012 by DAVID T
Apparently they are going to sell tuna taco's as well
13:46 July 10, 2012 by canuk
The local tends to make up stories in order to exploit them as much as possible sexually in order to drive hits and comments.

You should expect something about a mans or womans genitals at least 4 times a week with photos of the same appearing the next week in the column beside.
13:55 July 10, 2012 by rfmann
Oh yeah, many are the times when I thought "whoa, this would be a great place to move to and live, if only it had more gender equality leadership and fewer sexist sausage vendor ads."
14:07 July 10, 2012 by towns
@ canuk

Yeah, I've noticed that too.

Also, why were two comments on here removed?
14:16 July 10, 2012 by Emerentia
I think even more people would have been upset if it was a picture of man sucking on a sausage like that. Or even a woman eating it normally, letting her teeth sink in to it.
14:31 July 10, 2012 by Nvd
No human in the ads anymore. We need animals.
14:35 July 10, 2012 by Decedo
Clearly this ad works and it got free media attention. I even bet that sausage sales to women are up 50% :)
16:37 July 10, 2012 by mafketis
I agree with Nvd.

Why does M Gender Experte automatically assume it's a woman just because the person in question is wearing lipstick and nail polish?

Some men wear lipstick and nail polilsh too!

How can she be an 'expert' if she's so quick to make such sexist assumptions that play into and reinforce destructive traditional ideas?

I was all set to move to Simrishamn too! At least until Ms Dehin so flagrantly supported regressive and repressive sexual norms.
16:39 July 10, 2012 by Lavaux
I agree with mafketis - those lips could belong to a tranny or cross-dresser. The LGBT community should be outraged by the feminists' outrage, or something like that. Seriously, who takes these people seriously anymore?
17:27 July 10, 2012 by Tamm O'Shanter
@ SimonD (comment 9) Lol!! Nice humour there

I agree - the advert does work by attracting the publicity. Honestly, haven't some people got anything better to do?
18:24 July 10, 2012 by wasserball
No need to get embarrassed. They probably do it in their home.
18:25 July 10, 2012 by Just_Kidding
Where do these gender experts get their degrees? who pays for their education?
19:06 July 10, 2012 by rfmann
More importantly, who pays their salaries? Oh, that's right --- I guess we all do. :-(
19:22 July 10, 2012 by underskyofsweden
This is a ridiculous post! Come on The Local! It doesn't even worth to think about it but you made a news out of it and made it highlighted! Please respect to people's attitudes. Who cares of this ad!
21:30 July 10, 2012 by McChatter
@ The Local

This article is tendentious. You are presenting only half of the evidence!

Above the picture of the sausage in the advert it states that a small sausage costs only SEK 20 and a small sausage with mashed potatoes or french fries SEK 35. Maybe Ms. Dehlin should consider the inequality between small sausages and large ones.

The snackbar is hired from a leading local politician who wants to have the picture removed. I wonder if he is allowed to have a say in what his lessee does or does not do?

This picture was brought to the attention of Ms. Dehlin by Ms. Wikenhed. Both are employed by the council. This is the same council that has no money to provide for an adequate high school in the town. Simrishamn is largely inhabited by the elderly and that's why my wife want to leave. The town is dead but won't lie down. PS We are both OAP's.
01:44 July 11, 2012 by redfish
This is where conservative objections would make more sense than feminist ones. In the 50s feminists were decrying porn as objectifying women, then in the 60s feminists supported the sexual revolution, and in the 90s, they were supporting free sexual expression by women arguing that wearing makeup and dressing sexually is empowering and that women like sex as much as men. Now they're objecting again. Make up your freakin' minds. Always something to object to, even if its what you were arguing for a decade earlier.

At most, this is the store owner being a little juvenile and marketing to the lowest common denominator. And that isn't really good, but nothing to get outraged about.
06:12 July 11, 2012 by Trenatos
Why is everyone in my country (Sweden) so f****ng up tight about gender stuff? Sex. Sells. It's not always as blatant as in that ad, but it's used in every newspaper in print and on the web every day. Men and women are physically different, stop trying to make people think we're all the same! Thinking that people would choose not to move to an area because a street vendor has an ad like that is ridiculous, as is threatening to have it removed.
08:06 July 11, 2012 by robban70226
well well looks like the vendor's advertisement was a terrific idea, more promotion than what he ever expected for shure , 5 star idea
09:47 July 11, 2012 by Marc the Texan
The only gripe I would have is that it's just not a thick a sausage. Is that what passes for thick? People need to stick with the real issues.
10:32 July 11, 2012 by McChatter
@ Marc the Texan

With you there. It's probably one of the 20 kronor examples!
16:28 July 11, 2012 by SockRayBlue
Wow, and I thought the US was sexually repressed! My grandfather would be rolling over in his grave knowing his homeland has taken this unfortunate turn of societal mores.
17:39 July 11, 2012 by Trenatos
When did Sweden turn from a country that recognized sexuality... to this?

Please no more of this Americanization BS! It's bad enough as it is.
20:06 July 11, 2012 by sgt_doom
No doubt the Swedish government believes Wikileaks' Julian Assange is secretly behind this ad?????
22:59 July 11, 2012 by Reason abd Realism
Any image whatsoever that can be construed to imply a sexual act involving a man and woman is automatically assumed to be abusive to women. A photo of a man eating an open hot dog bun would also be assumed to be unacceptably abusive toward women, even though it is the perfect analogue of this photo.

In the same way that US politcal adds must end with 'I am Obama/Romney, and I approve this message', the add above should include a statement by the female model that says,' I am Annika, and I enjoyed this hot dog.'
09:47 July 12, 2012 by Swedishmyth
Gender equality is an insane and unworkable idea, a political/legal equivalent of Mengele's attempts to recast human beings according to ideals taken from old books that should've remained unread. It has destroyed the concept of masculinity in Sweden, and with it, femininity as well. It's turning men into oversensitive wimps and women into confused neurotics, none of whom realizing why they aren't happy with this arrangement.

Unfortunately, Sweden's monolithic "one option for everybody" system for schools (and pretty much everything else except tech consumer goods) grants tremendous power to political crusaders of ideals like this. Growing up in Sweden is a boot camp experience, philosophically identical for everyone until their mid-20's.

The only "gender equality" that matters is that of equal protection under law through individual rights (to life, liberty, property), but that notion is anathema to social democracy.
11:13 July 12, 2012 by klubbnika
Not "sexy" sausage, but SEXIST sausage. I am yet to see the similar ads featuring a man.
15:40 July 12, 2012 by darrenj
Sexy sausage. Lets see a man licking a candy shaped faux vagina
16:43 July 12, 2012 by Tusker
Curious to know the following. Why are gender equality experts never men? Why are equal opportunity experts never white? Why is there only one Monopoly Commission? Strange, questions but make me get the feeling I am being discriminated against
17:09 July 12, 2012 by Newton2012
Here's a link to a humour piece about this article from a humor site entitled "Expert Says Sexy Sausage Ad May Discourage People From Moving To Swedish Town."

The piece looks at 3 Worse Experts To Give Real Estate Advice than the expert named in the original Local article:

http://nottheworstnews.com/2012/07/12/expert-says-sexy-sausage-ad-may-discourage-people-from-moving-to-swedish-town/
22:13 July 12, 2012 by Vill
Can you imagine the fury and outrage if this sexually suggestive image happened to be a Manga cartoon? Heads would roll!
22:53 July 12, 2012 by wxman
"The advert includes a close-up picture of a woman clutching a hotdog with two hands, with her lips wrapped around the tip of the sausage." It's been my experience that this is the prefered method of many women. Often, if they try to take in the whole hotdog, it triggers their gag reflex.
00:59 July 13, 2012 by Uncle
klubbnika

"Not "sexy" sausage, but SEXIST sausage. I am yet to see the similar ads featuring a man. "

Looky, looky.

One of definitions of "Sexist" - conditions or attitudes that foster stereotypes of social roles based on sex (gender). Sexism is often associated with gender supremacy arguments. Sexist attitudes are frequently based on beliefs in traditional stereotypes of gender roles.

@klubbnika. If I would be sexist, I would say: "Another dumb female misunderstood the entire idea of feminism". However, luckily, I am not a chauvinist and truly believe in gender equality. So I will not even think such a thing.

Now, just to explain to you, a good example of sexism are commercials from 50's and 60's where a woman was constantly standing in kitchen or fostering kids. Women never drove in those ads. They where always a secretary or a housewife. This fosters the destructive sexist view of females as an inferior person.

Now, depicting a female applying make-up, buying tampons, wearing a dress, going shopping, plocking eyebrows, shaving legs, attending a male erotic show, reading a romantic book, crying at movies and wearing large sun hats is NOT sexist. Although men can also do all of the above, it is not even close to a COMMON behavior among MAJORITY of men. It does not humiliate women to depict all of the above, rather points at some differences between us. And it is OK.

Now, without being vulgar, what a lot of females also do - is sucking.... stuff. Men at the same time are into other oral activity. Now ads that would depict MEN engaging into this oral activity awakes revolting feelings among majority of WOMEN. That is why it is not used in commercials. Men however are not revolted by sausages and red lips combinations.

However half naked men are all over. Take the ad for Gio perfume right NOW on TV. Subtle wet muscles are turning women on and therefore they buy this stuff to their fat and hairy husbands.

Re-reading this and you know what IS sexist? Is that you seem to be the only one here for whom one needs to engage into explanations of common truths, that are so simple that a 5 y/o would understand. What would you make of that?
11:27 July 13, 2012 by mnphoto87
Recently I walked by a Mexx clothing store and saw, in the window, a woman mannequin with no clothes, only a large paper bag over her head and torso that said 'buy me'. In my opinion that is a distasteful move.

Personally I don't think this is worthy of widespread public outcry but it's the job of gender experts to challenge these types of depictions that can be demeaning, and that's a good thing.

What I can't wrap my head around is this counter protester who came from Uppsala, that's an 8 hour drive! I wonder if I announced there was going to be a conference of gender experts in the park near my house, would she show up and suck on some hot dogs in protest?
22:21 July 13, 2012 by dizzymoe33
The ad is very derogatory towards women! The needed to be pulled it was offensive!
04:45 July 14, 2012 by bira
Is it derogatory because of the way the lips are shaped? What if a bite was taken of the hotdog and picture taken at the right moment when the lips closes around the hotdog giving a perhaps even more "erotic" look but from a perfectly normal act. Grow up Sweden, stop pretending to be so damn prim and proper, I know better.
09:11 July 14, 2012 by Grävling
If this is miss understood by the viewer, and in there mind it is referring to a sexual act, I would say that this act is erotic for both parties involved. And if something causes sexual thought then if should be removed?

Anything can cause a sexual thought...
02:03 July 16, 2012 by philster61
I know that Sweden like to follow UK in many things, but please do NOT emulate UK in its 1980s prudishness......
19:38 July 16, 2012 by Yea!!
Those little town folks must be pervs to think of this ad like that. 'Clutching a hotdog with two hands'. I have never seen a girl holding a 'thing' like that.
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