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By
AFP
Published
Sep 29, 2011
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Brazil mulls ban on lingerie-clad Gisele Bundchen ad

By
AFP
Published
Sep 29, 2011

BRASILIA, Sept 28, 2011 - Brazil's Ministry for Women called Wednesday for the suspension of a television ad featuring lingerie-clad supermodel Gisele Bundchen, saying it reinforces the stereotype of women as sex objects.

The agency said in a statement it was asking the state council on advertising to halt the use of the ad with Bundchen, the Brazilian native who is believed to be the world's highest paid model.

The ad "reinforces an erroneous stereotype of women as sex objects and ignores the progress made in ending sexist practices. It also represents discrimination against women," the ministry said in a statement.

In the ads for the Brazilian intimate wear brand "Hope," Bundchen is clad in panties, a bra and high heels, in an effort to distract her husband when she delivers bad news -- about damaging the car, exceeding her credit limit, and her mother coming to live with them.

The TV ads send a message "that sensuality can melt any man" and "encourages Brazilian women to use their charms... to minimize the reactions of their husbands," the ministry said.

The ministry managed to ban a beer ad in 2010 featuring US model Paris Hilton in suggestive poses.

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