Your wife is hot!

An advert for air conditioning has been banned because it was deemed sexist on two counts:

1. Features a woman, and is unrelated to air conditioning
2. It's clearly talking to a man, when anybody can buy air conditioning

The owner who designed the ad said "it's only a little bit of harmless fun".

In the BBC article, one of the complainants said "The subliminal message about society is that it's ok to comment on women's bodies, and comment on women's bodies as if they are the possession of someone else - 'your wife'.  It also gives the subliminal message that it's the man of the house that's responsible for getting the air conditioning fixed."

Now, I do agree that we, as a society, need to move away from commenting on women's bodies.  It is not healthy for anybody, whether you're the one gossiping, the one being gossiped about, or someone listening or overhearing the negativity.  Women have loads of shit they need to go through just because they are a woman, and women bitching about other women is not helpful.

However, I don't think this advert is sexist.  If anything were to change, I would recommend the woman wearing full jeans, rather than hotpants, but in all honesty, in weather like we're currently experiencing (it's 31C in my town, and my conservatory has had all doors and windows open all day, states it is 44C in there!) you'd be crazy to wear full jeans if you are comfortable in shorts. (I am currently wearing long trousers, but have pulled them up, so they're as good as shorts.)

As for the complaints, the woman is hot!  I am hot, and I would LOVE my house to have air conditioning.  Please, someone tell my husband that I am hot!  While the poster could have said something like "your wife is experiencing warmer than normal temperatures and desires to be cooled down" that wouldn't be as easily read on a poster, it isn't as catchy, and frankly it is a pun on the word 'hot'. Secondly, who says they're talking to a man?  Surely, it's more sexist to assume they're talking to a man, rather than assuming that this woman could have a wife? Or are you assuming that even if the woman does have a wife, she wouldn't be able to get air con fixed as only a man can do that?

The owner has says he's considering a second ad featuring the slogan "your husband is hot", but no doubt there would be complaints about that too, because 'why should a woman take care of a man', 'men can do things themselves', 'more mental load for women' etc etc. (Actually, I do think mental load is a real and exhausting thing, but you get the point.)

So, no, I don't think this advert is sexist.
If the advert actually discussed her body, or said she has to look a certain way to be desirable or to go to the beach, then yes, I wouldn't like that advert, but simply talking about her temperature? Nah.