Ufit Gym R.Moss, 2016
Caitlin Roper, from women’s rights group Collective Shout, agrees that the adverts objectify women.
“Companies like UFit Fitness that sexually objectify women to flog products tend to think they are being subversive, edgy, clever. The opposite is true - it’s sexist, lazy and completely lacking in any creativity or original thought,” she told The Huffington Post UK.
“This kind of advertising is openly hostile to women, likely alienating half of their potential market. How is this good for business? Does this gym have so little to offer prospective clients that it’s best marketing strategy is ‘look, women’s backsides’?”
“encourages male gym-goes to sexually objectify and potentially harass female patrons”.
Women using gyms do so for their own purposes - they do not exist for the enjoyment of men.
UFIT – (L.O’Callaghan, 2016)
UFit Fitness, based in Cardiff, placed the ad on billboards around the city.
The advert featured a woman in a black thong with the caption: “There’s better things to be stuck behind than the car in front.”
The gym obviously felt the advert was tongue in cheek - however those who spotted the billboard around the city did not agree.
Alice Gray, a science blogger, picked up on it first and said it was a prime example of “sexist advertising”.
Others have gone on to follow her example and have tweeted complaints about the gym’s ad.
One said it “encourages men to sexually objectify” women.
Others have said they will be cancelling their membership with UFit Fitness after seeing the billboards.
How is this good for business? Does this gym have so little to offer prospective clients that it’s best marketing strategy is ‘look, women’s backsides’?”
Caitlin also said the campaign image “encourages male gym-goes to sexually objectify female patrons”.
She continued: ““Is this consistent with UFit Fitness’ stance on sexual harassment? Is this kind of behavior tolerated or condoned in the gym? Are female staff members at risk of abusive treatment?
“Women using gyms do so for their own purposes - they do not exist for the enjoyment of men.
“It’s 2016, we shouldn’t have to keep having these same conversations defending women’s humanity.”
Express.co.uk have reached out to UFit Fitness for comment.
MIRROR- T.Deacon, 2016
Around 22,000 runners would have passed the advert as they made their way around the 13.1-mile course.
A record amount of people registered to take part in Wales’ biggest mass participation event, putting it third behind the London Marathon and the Great North Run in terms of national popularity.
One of the managers at UFit Fitness said: "It wasn't our intention to offend people and it wasn't at all done in a sexist or derogatory manner."
A billboard displayed during a city centre marathon has been branded a disgrace, for showing an only-partly covered woman's bottom.
The UFit Fitness advert features the words: "There's better things to be stuck behind than the car in front"
Suzanne Hoare tweeted: "I thought ufit_fitness was a cool gym, but this ad is a disgrace.
"Would love to know what EscapologistFi thinks"
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