A TV advertisement starring Pamela Anderson has been
banned for being sexist and degrading to women.
In the commercial, for web hosting firm Dreamscape
Networks, the actress is seen chairing a meeting of men before her assistant
pours cream into a cup of coffee while showing her cleavage, the Mirror
reported.
One of the men then fantasies about Anderson and her
assistant dancing together in bikinis.
But the company has argued that the motive of the ad was
to portray the 'Baywatch' star and her assistant as 'attractive, dynamic and
confident business people'.
The Advertising Standards Authority said it understood
that the ad was designed to be a humorous and light-hearted spoof of a mundane
business meeting.
But it argued that the female characters were portrayed
sexually throughout the ad, not just during the fantasy sequence but their
shirts were open to expose their bras and cleavages.
The regulatory authority also said that the fantasy scene
gave the impression that the man viewed his female colleagues as sexual
objects.
The organization explained that because of these reasons
they considered the ad likely to cause serious offence to some viewers on the
basis that it was sexist and degrading to women.
It ruled that the ad must not be broadcast again in its
current form. (Source)
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