Breaking: Two elderly pedestrians seriously injured in East Devon collision involving detached water tank
Exeter cyclist Paul Vice wins Invictus Games gold
Update: Two elderly pedestrians seriously injured after being crushed by detached water tanker in Sidbury
Martyn Rogers fears fatigue for Tiverton Town
Brazen Exeter burglar jailed after bragging that victim should be grateful he didn't take more
Cambridge United 1 Exeter City 2: Match highlights
Update: Railway Touring Company says Dawlish train fire was 'just reflection from fire box'
Tiverton perfume maker says ex partner framed him
Police appeal after woman robbed by two men in Exmouth
Psychiatric nurse faces jail after being found guilty of fondling mental patient at ward
Ben Bradshaw's letter from Scotland: You can persuade Scots to vote No
Five reasons to buy this week's Express and Echo
Exeter has a total of 141 sets of traffic lights costing £121,000 a year, new data reveals
Thug who bit girlfriend's nose after she rejected him banned from Exmouth holiday park
Middle-aged women fleeced 10,000 people out of £21million in South West pyramid scam
Plans revealed for rooftop terrace restaurant at Exeter's Guildhall
Comment: From Wonderbra to David Beckham - Ed Oldfield wonders what it takes to outrage public decency in Exeter
SEXISM: Discrimination on the basis of sex, especially the oppression of women by men. That is the definition of the word according to the battered office copy of Collins Paperback English Dictionary, 1990 edition.
I thought I'd better look it up before commenting on the billboard to promote Matford Business Centre in Exeter, which has caused a stir. The image is of a blonde woman wearing a revealing top and holding a tape measure, in front of the words 'Size IS important'. The text goes on 'We've got the space...think you can fill it?' to promote an offer for office space rental.
The appearance of the billboard prompted a woman to email a photograph of the ad to the Express & Echo, with the comment: "Please can you start a move to wipe out this sexist poster shouting at us that women are objects to be used by men. I can't believe owners of businesses in Exeter would want to be remotely associated with such blatant sexism."
I see her point. Women are business decision-makers, and some are likely to be offended by this message, juvenile though it is. It is worth noting that this advertisement is in the public space, and is, therefore, impossible to ignore. Of course children will see it as well, and it does add to the images we are surrounded by in the media portraying women as sexual objects. On the other hand, many people are seeing it as a joke, I suppose because it is so obvious using an inappropriate image to sell something as unsexy as office space.
I suspect rather than a misjudgment, whoever was behind this campaign calculated that it would cause a stir and get talked about. Well they have definitely achieved that.
They do have to be careful though. The Advertising Standards Authority exists to police taste and decency, and its code states: "Marketing communications must not contain anything that is likely to cause serious or widespread offence. Particular care must be taken to avoid causing offence on the grounds of race, religion, gender, sexual orientation, disability or age. Compliance will be judged on the context, medium, audience, product and prevailing standards."
But the code also notes: "Marketing communications may be distasteful without necessarily breaching this rule. Marketers are urged to consider public sensitivities before using potentially offensive material. The fact that a product is offensive to some people is not grounds for finding a marketing communication in breach of the Code."
In my view this advertisement falls well short of breaching the code. Maybe not all would agree, but a quick glance through the comments on this story on the Echo's Facebook page shows a relaxed approach to this kind of image.
Here are some examples of the comments, which are mostly from women:
Rachel Coppen: It's not sexist at all, its just tacky and tasteless!
Helen Delamer: Oh dear, PC brigade strikes again. It's only sexist if you want it to be.
Ness Hayley Davies: It's meant to be a joke. Have we lost our sense of fun?
Julie Woodgates: God the world has turned so serious. People need to get over it. If it offends, don't look. Simples!
And just for balance, here's a token man:
Chris Jeffrey: Did anyone complain about when David Beckham advertised his underwear????
I'm not personally offended by the image, although I would say it is in bad taste and does nothing to further the cause of women's desire for gender equality in the workplace. Clearly though it is an attempt at humour, and it was a brave decision to take on the PC (politically correct) brigade. In Exeter it seems that a lot of people are relaxed enough to see the funny side without taking it too seriously.
Far from generating an outcry, most people commenting on social media are saying there are more serious issues to be concerned about.
So is the battle of the sexes over? Does David Beckham in his boxer shorts balance out the iconic Hello Boys Wonderbra ads a decade ago? There are serious issues here about body image and influencing young people. But maybe we have become more relaxed about our bodies, and common sense is more widely in evidence than it used to be.