haven’t seen the ad, skimmed the linked article, images blocked:

The “male gaze at it’s very worst” is the gaze that’s drawn to physically attractive women?

Not the gaze that’s draws some to murder, domestic violence or child abuse?

And a “360” leaves you pointing in the same direction.

Not saying that the advert was right, or it shouldn’t be criticised, but if you’re going to criticise it, do it sensibly or people won’t take you seriously.

Edit – re read it (still not seen the ad!) most of it is quite sensible. I just skimmed the conclusion, which isn’t, really.

She’s very nice.

What was the question?

@nedrapier

The “male gaze” is an academic term which means how media, film and visual content around us (such as ads) is structured around a masculine viewer. In general, media culture serves our interests rather than women’s.

(I’m presuming you are male)

Groundhog day. Thought it odd though that Total Womens Cycling chose to show 3 images in their complaint article.

It’s just a bit shit. My 7 year old daughter rides in one of their helmets. If she saw that picture she wouldn’t understand it. To her, knee pads are for stopping you hurting yourself when you’re riding your bike. Why would you wear them with no clothes on, sitting on a step?

I guess these days we’re seeing more examples of companies who are willing to exchange part of their profit margin for ethics. Ethics is an increasingly effective marketing tool in itself, although obviously I’m aware that the ‘sex sells’ option will deliver bigger profits for less effort.

Disappointed to see 661 taking the easy route.

I am just glad Adele Mitchell wears fox.

Very nice.
I can hear the professionally offended wringing their hands from here though.

“Professionally Offended” 😀

Didn’t take long. A term often used by knuckle draggers.

I think its pretty poor as well.

Apart from the obvious sexist element its just bloody lazy.

Can’t be arsed coming up with some original marketing? Don’t worry a chick with her kit off will save you the bother of trying too hard to be creative.

More like “Permanently Offended” 😉

If 661 is aimed at rednecks I’d say they have it spot-on.

Saying that, while I am fully in favour of equality, I really don’t like the word ’empower’ either. I’m sure the final para of the article could use phrases such as ‘support female athletes’ or ‘provide positive role models’ to far better effect.

I feel the point is being missed.

Must be a girls bike. It’s pink.

In
Before
The
Straw
Man

Can’t even make their own posts up.

This again….

Let’s have some more noise from the “It doesn’t matter sexualising female bodies to sell stuff – because the women doing it are empowered, even if it perpetuates a view of women that is unhealthy for society and maintains a discourse that women are the lower-status sexual playthings of men – but I don’t care because I love tits and that’s all that matters.” school.

Nope.

Has the Assos lady been made redundant?

Anyone care to cross reference the supporters in this thread, with the outraged about misogyny types in my cologne sex attackers thread? To see how many hypocritical cockwombles there are in this thread?

Can a technologically literate person create one of those crowd funding pages so that we can buy Jezza some of these nice knee pads to go with his new bike?