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October 14, 2010 | Travel companies go back to risque adverts to boost sales | Melbourne: Travel companies are back to featuring risque adverts
as they are being hit by the economic downturn and the competition. According
to the Wall Street Journal, airlines are the main offenders, as highlighted by
Air France 's current advertising campaign. Featuring a blonde model wearing only
a corset with the strings appearing to be loosened by a tiny plane taking off.
And most of the real-life Cathay Pacific flight attendants that appear in the
airline's recent campaign, launched earlier this year, are attractive young Asian
women posing in revealing outfits. Add to the mix ads by numerous other airlines
this year including Russian airline Avianova, which featured bikini-clad women
washing planes, and Aeroflot's calendar showing a flight attendant posing completely
nude. Not to forget UK airline Ryanair's numerous raunchy calendars and Spirit
Airlines' controversial ad featuring oil-drenched women in bikinis. There was
a time when hot pants were a common marketing tool, until the 70's ended. Now
it seems there has been a revival in sexy advertisements in the travel industry
- even luggage company Samsonite has resorted to using images of a woman in a
mini-skirt and high-heels to sell products. The Flight Attendants Association
of Australia has warned against a revival in sexy campaigns, that these erotic
advertisements put cabin crew at risk of sexual harassment and abuse. "This type
of provocative advertising using cabin crew in this light is not tolerated in
Australia and should not be acceptable anywhere else," News.com.au quoted
Secretary Jo-Ann Davidson as saying.
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