Buxom women appealing to male fantasies and turning many viewers off is no longer the company's marketing strategy. Action movie star Jean-Claude Van Damme is among the new faces selling the brand and it's pretty funny.
We all know it; a lot of advertising objectifies and plain insults women--this video shows a whole bunch of offending ads and then inserts men into them. They look real different with guys.

The Ethical Adman’s Tom Meggison sent along a new ad campaign by Molson. The campaign coins the word “guyet,” a supposedly masculine alternative to “diet.” If dieting is working out in order to be thin, then guyeting is “working out to justify eating the foods you love… Bacon, nachos, and burgers.” Importantly, this isn’t just about maintaining a strong distinction between men and women, it’s about maintaining gender inequality.

Instead of putting women on billboards, a Japanese company is putting billboards on women. More like small ads on thighs. The epidermal real estate in question is the ‘zettai ryouiki’--or the flesh between the top of a high sock and a short skirt. Yes, it has a name--just like a muffin top or back fat. But unlike those reviled bit, the zettaiis a bit of a fetishy spot much drawn by manga cartoonists.

A new video from Miss Representation looks at how far we have to go in the fight to make advertising less objectifying of women. "With all the progress we made in 2012, you might think advertisers would have stopped objectifying women and girls right?" the video starts. "Think again." The video then shows a "supercut" of some of the worst offenders of the year, among them Carl's Jr., Axe, and Go Daddy.

"Marketers have always used women to sell products, but spokeswomen have lately veered away from the standard model of a well-endowed blonde in a mini. A different type is emerging, one who has a unique character and does more than seductively drape herself over merchandise. This woman has a story; she may dream, ride motorcycles or provide advice in a fantasy world we glimpse for just seconds." Ad Age's Sara Friedlander and Matthew Siegel write. They give two examples: Flo from the Progressive Insurance commercials and the "T-Mobile girl."
Polish booze company Belvedere Vodka has stirred controversy for releasing an advertisement that appears to depict a rape-like situation. Following a huge outcry on Twitter, the company pulled the ad, but screenshots of it continue to float around the web. Belvedere executives issued an apology in the wake of the flap, tweeting that "We apologize to any of our fans who were offended by our recent tweet. We continue to be an advocate of safe and responsible drinking." However, many feminists, anti-rape advocates, and others consider the apology too little too late.
Anne Szustek of The Fiscal Times spells out some of the top advertising myths about women shoppers: women do most of the cleaning and cooking, they don't buy cars and computers, they love pink, they care a lot more about their looks than men, and they are not competitive. As Szustek notes, "Most themes that drive marketing decisions have been used for years without regard to changes in contemporary society, and this has never been more true than with ads geared towards women."

A new YouTube video notes that "women control 80% of consumer spending, yet don't feel advertisers understand them. Could it be because only 3% of advertising creative directors are women?" The parody of Mad Men features two "mad women" trying to market a vibrating jock strap. Watch it after the jump.