In the past, ads which have “won” Sexist Piggy Awards have been largely commercial in nature: scantily-clad women draped over cars or propping up chainsaws or other power tools. While this remains true even now, participants and the jury in this year’s sixth inception noted that exploitative motifs had surfaced in the field of politics. This year’s “winner” is none other than a local branch of the Social Democratic Party, while a student-produced ad for a university, featuring sex in the bathroom, came second.
The second annual “Sexist Piggy” awards were handed out this week for the most sexist ads of the year. The contest, organized by the Brno-based NGO Nesehnutí, wants to draw attention to offensive and stereotype depictions of men and women in advertising. This year, the organizers handed out two prizes – one awarded by the public, the other by an expert jury.
There is no saying more well-known in the world of advertising than the old adage "sex sells" and for good reason: sex sells perhaps more than just about anything else. By now, most of us have grown accustomed to the role of sex in advertising, in selling everything from magazines to perfume, to jewellery to clothing. Many have nothing against it or are even in favour, if sensual elements are related to theme and are intelligently and tastefully done. But what about when they're not?