L I A I S O N D A N G E R E U S E

1. L I A I S O ND A N G E R E U S E S E X I N E S S for E V E R Y O N E

2. O V E R V I E W • Online German lingerie shop • Glow Berlin Agency • Aired on television in Germany and published online • No information on effectiveness

3. S E X I N E S SF O R E V E R Y O N E

4. Q U E S T I O N S • What do you think about the spot? • Does this ad offend you? • Who do you think could have been offended by the ad? • Would you have banned this ad?

5. C O N T R O V E R S Y • Use of Religious iconography (the niqab) • Fetishism of the Muslim religion • 3.7% of German population

6. R E S P O N S E S

7. R E S P O N S E S

8. “ D E G R A D E S M U S L I M W O M E N” • “Degrade” — treat or regard (someone) with contempt or disrespect; lower the character or quality of (someone) • “Objectify” — degrade to the status of a mere object

9. R E A D I N G • Waller, 2005: • Product is sexual in nature • Execution — sexuality/nudity and culture/religion