![]() We chose a different approach for our underwear ranges. None of the images are of women in a passive or decorative role: they’re of women who are confident, independent, adventurous and strong. Our marketing for the garments in these core collections centre on photographs of athletic-looking women skiing, hiking and climbing mountains. In our Bodyfit, Icebreaker_GT and Superfine collections, for example, women are photographed in exactly the same way as men – pushing their physical boundaries in the outdoors. We aim to make Icebreaker garments as stylish as possible, but our clothes are based on performance above all – regardless of the gender of the wearer. In most of our collections, our marketing approaches to men and women are almost identical. Gender representations are a sensitive issue in marketing, and Icebreaker certainly had no intention of promoting negative or damaging images of men or women in our Winter 08 campaign. We understand your concerns, and we really appreciate the level of thought you have put into sharing them with us. I am writing on behalf of Jeremy Moon to thank you for taking the time to give us your views about Icebreaker’s marketing of its underwear lines for men (Beast) and women (Nature). The background is part of this the grey background of the men’s line doesn’t look nearly as peaceful as the serene white background for the female models.įYI: Jo sent an email to the company complaining and this was their response:Īpologies for the delayed reply. When women are associated with nature, it’s often in a way that implies harmony, an appreciation for the natural world, perhaps some intuitive sense that women have (or, you know, their connection to the moon and stuff because of menstrual cycles). When we connect men to nature, it’s in an aggressive, predatory sense (the beast). The marketing campaign also reinforces the difference in the way we talk about men and women and their association with nature. The images in the female range focus more on being attractive, while the men’s range is about being active and aggressive. ![]() The female models are slim, delicate, and tend to pose in a way that suggests passivity (static poses, arms held behind body…) and instability (balancing on her toes). When you go to its site there’s also an intro, but without any useful summary of what women are like to compare to the Beast. Also, for the record, if all it takes to reconnect with nature is a natural material (made from a domesticated source), then cotton, angora, and mohair would work just as well. I’m clearly applying too stringent a level of logic. ![]() I don’t quite follow how the city “brings the beast alive,” or how reconnecting with nature “balances” the beast since the beast is supposedly men’s real nature, I think reconnecting them with nature would bring out the beast, but whatever. Indeed, socialization “cages” men’s true nature, but just barely–its hold is “frail and fragile” and, I presume, could burst forth if you aren’t really careful. The overall idea seems to be that men have some kind of innate, primordial aggression (thought I’m not sure how this is supposed to relate to woollen underwear). The following phrase shows up on the banner at the top: When you go to the site, there’s a little intro part. As she pointed out, there are some distinct differences in how the men’s and women’s underwear lines are depicted. sent us a link to Icebreaker, a New Zealand clothing company. ![]() ![]() And then you can take the role of a disembodied hand that rubs various parts of her body while her nipples get hard and she moans in delight and eventually appears to orgasm. In the game, you get to pick a female character, what she’s wearing, which of several beach-related activities she’s involved in (playing tag, “playful floating,” limbo, etc.), the location (beach, reef, waterfall, and so on) and the time of day. While we’re on the topic of video games (sort of), Burk M. The game also reinforces the idea that girls are always rivals, whether competing for popularity or men (or the perfect wedding, as the movie “Bride Wars” shows). It is free to enjoy bimboland.Īccording to CNN, parents have expressed concern that pre-teen girls are playing a game that encourages them to have their characters get breast implants and facelifts, as well as go on diets. In this case, you build a “bimbo” by placing your character on diets, getting plastic surgery, shopping for clothes, attending a-list parties, dating handsome men- all with the aim of becoming the most popular bimbo in the game… MissBimbo is an educational tool, a social meeting place and a hot pot of bimboism. sent in a link to the online game Miss Bimbo. ![]()
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