Swedes May Not Know Porn If It Bit ’em In The Butt

The latest Hennes & Mauritz underwear campaign has feminist undies in a knot.

H&M has paid for billboards with French actress Emanuelle Béart (from Mission Impossible) reclining on a bed in her underwear. Viewers are directed to “see the full story” via TV or online.

The most outspoken member against the advertisement is a member of Swedish parliament. Gudrun Schyman, member of Swedish parliment and a leader of a feminist organization, calls the online movie “pornification”.

Schyman also happens to be a shareholder in H & M and says “the company would get much more respect, if they didn’t get involved with this type of advertising. It is not coincidental that the firm comes in focus with this kind of pornification.”

I do believe, Schyman, that the purpose of advertising is for the company to be noticed, yes?

As for the ad’s “pornification” I have to wonder if Schyman’s ever seen a porno?

The online movie (which I can only guess is the same as that shown on TV) isn’t porn at all. In the movie Béart walks around in her robe, then slips it off to reveal pretty, sexy lingerie. There is no nudity; no sex. It’s rather seductive & erotic, but then shouldn’t lingerie ads be so? Isn’t that what they are selling?

I also suggest that Schyman’s reaction that the ads are anti-women comes from a dark place. She implies that sex is done to a woman; not that she desires or participates in it. Now that would be dark, scary and sad indeed. But this ad conveys to me that Ms Béart is in control and happy.

So now, that only leaves Schyman as dark, scary and sad. Indeed.

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