WUNRN
Ryanair Sexist Calendar Wings Its Way to Swedish Feminists
14 November 08
Low-cost airline Ryanair has responded to 'anti-fun' opponents of its advertising by sending its 2009 cabin crew calendar to select Swedish politicians.
Top
of their mailing list is feminist Liberal Party politician Birgitta Ohlsson, who
last month urged consumers to boycott the budget carrier over its
“old-fashioned” response to complaints about an advert featuring a young woman
in a skimpy school uniform.
"We're expecting her usual 'anti-fun' response,' Ryanair spokesman Stephen
McNamara told The Local.
Entitled 'The Girls of Ryanair', the airline's new 2009 calendar features
liberally oiled and scantily clad female cabin crew.
"I can't see what the problem is, there are a huge number of similar
calendars on the market and it's raising money for charity. I don't think it's
any different to a calendar showing firemen or rugby players."
McNamara continues: "I'm sure Birgitta will hate it - she probably has
pictures of pussy cats and dogs running through fields up on her walls.
However, it would be pretty difficult to shift that sort of calendar on our
flights."
"We're just giving people what they want".
Also on their list of high profile recipients is the ERK, the Swedish
advertising industry body which focuses on regulating sexist advertising.
"I haven't actually received the calendar yet, but I can make a guess at
what it will look like," explains ERK secretary Tobias Eltell.
"It's very kind of him to send a copy, but I can't really see why he has
done so as it doesn't change the ERK's criticisms of Ryanair's advertising
policies."
"It is sad for him that he doesn't seem to understand the meaning of the
council's expression in this matter. He seems to think that naked girls and his
air company have a connection," says Eltell.
McNamara refused the possibility of a new, male version of the calendar:
"Quite simply, our male staff aren't good looking enough and it wouldn't
really appeal to our target audience."
"I certainly won't be making an appearance on a Ryanair calendar anytime
soon. The only place I expect to get pinned up is on Birgitta Ohlsson’s dart
board."
When questioned, Ohlsson declined comment on the new calendar, stating: "I
think I have said all there is to say on the subject of Ryanair."
____________________________________________________________
Ryanair Slammed
Over 'Sexist' Ad Campaign
9 October 08
Low-cost airline Ryanair has received a
reprimand from Sweden's Trade Ethical Council against Sexism in Advertising
(ERK) for an ad campaign featuring a scantily clad woman posing as a
schoolgirl.
The
popular carrier has been criticized for a campaign aimed at marketing low price
fares to coincide with the start of the school year.
To drive home the point, a smiling "schoolgirl" in a mini-skirt and
short blouse is depicted beside a blackboard announcing the "hottest back
to school prices".
According to ERK, the woman in the school uniform "is used to catch the
eye in a sexual manner that is offensive to women in general".
Ryanair declined to comment on the campaign when asked for an explanation by
the Trade Ethical Council against Sexism in Advertising.
ERK is a self-regulating, private body that has existed since 1988. The
organization bases its decisions on the ICC International Code of Advertising
Practise, but has also added three supplements to the ICC’s Article 4 dealing
with sexism.
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