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February 23, 2012
Swedes aghast over Ryanair bikini calendar
Published: 7 Dec 11 11:36 CET | Double click on a word to get a translation
Online: http://www.thelocal.se/37790/20111207/
Sweden's advertising watchdog has been flooded with complaints concerning an advertisement for a calendar featuring scantily clad Ryanair stewardesses.
- New calendar features hot Swedish 'med studs' (22 Nov 11)
- Swedish body finds 'Boxer'-clad cartoon 'offensive to men' (2 Feb 11)
“People think the advertisment is sexist and that it doesn’t belong on a website meant to sell plane tickets,” Advertising Ombudsman Elisabeth Trotzig told The Local.
The wave of complaints lands the Ryanair calendar campaign second only to an ad campaign for the Victoria Milan dating service, which encouraged marital infidelity, in terms of the number of complaints filed with the Ombudsman.
Ryanair now has two weeks to respond to the Ombudsman about the complaints, after which the watchdog will decide how to proceed with the case.
According to Trotzig, the Ombudsman isn't likely to issue a statement on the case until after Christmas.
Ryanair’s spokesperson Stephen McNamara didn’t seem the least bothered by Swedish complaints over the calendar, a project the airline has carried out annually since 2008.
"Ryanair's cabin crew calendar has raised €500,000 ($672,000) for charity in just five years and we will continue to support the right of our crew to take their clothes off to raise money for those who need it most," he told The Local.
In line with previous years, all 10,000 copies of the 2012 edition of the Ryanair swimsuit calendar have been sold.
The resulting €100,000 in proceeds are set to be donated to the organization DEBRA, which helps children with the genetic skin disease Epidermolysis Bullosa, which leads to extremely sensitive and fragile skin.
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Perhaps a sense of proportion might be in order?
Maybe the Ryanair management is even now regretting they didn't have a few male "stewardesses" in the photo, dressed in jock-straps, mixed in with the female "stewardesses". Lol!!
woman are cleaning the mens showers during the day and THATS OK??!?
what the f?
ryan air is raising money for charity as well.
must be a bunch of over weight jealous people doing the complaining here.
move along..
Bovine Polish biffers mainly.
Feminism is not the issue here, although typically, the feminists are the one to notice and speak out loudly about rather visible inequalities.
And for those of you who don't know about marketing stats and response rates...it is generally understood by marketing and sales specialists that once more than 10 individuals comment on a phenomenon, then every comment is equivalent to approximately 10,000 equal views. So, 33 may actually mean 330000--and many of them likely men in Sweden too where we are quite proud of our respect for each other and for our sexuality too!
At any rate, I think the headline also intends to provoke a bit, right? Swedes are seldom "aghast" of or about anything. It goes against our rather calm nature ;-)
I'll surely believe that when i see it. This is just plain stupid. What a load of bull, if they explained the cause to passengers rather than spread this garbage then they would definately donate to the charity.