We know print magazines are a dying business, but how unfortunate that in order to make their delayed transition from print to online, a magazine as reputable as Bon Appetit resorts to the kind of sexist tactics we’re used to from Go Daddy and many mainstream fashion brands.
I was walking down the street in downtown Manhattan, and lo and behold, an entire massive billboard featuring a close up of cleavage. No woman, no head, no face, just a real zoom in on the breasts, with a ‘tantalizing’ url below and a necklace saying ‘Bite Me’. Need i say offensive? Ugh.
Wow Bon Appetit, you suck. Do you really think this makes me feel like yay, boobies, I have some too, I should check out that site, what is it, how mysterious, is it porn, or a dating site, or a FOOD MAGAZINE? no way! how original, you tricky buggers, or is it aimed at guys, who are meant to respond by going ‘uh boobs, wow, i gotta check that out’. Whatever demo it’s aimed at it’s gross. And I am boycotting Bon Appetit – what the hell are they for anyway, when we have Yelp, and Epicurious?
Here are the pictures of their campaign- gender stereotypes and objectification at their crudest essence. Muscles and cleavage. Puh-leeze! And while it may not seem so bad to you, imagine a 40 foot high billboard of only the picture on the right in your hood… tasteful, right? really classy and innovative. i mean holy shit, boobs are cutting edge. and gourmet. get it? i mean i wish i had been at that board room meeting- let’s not use pictures of food, let’s use body parts. wait what happened to Gourmet magazine? Maybe they shoulda used lowest common denominator advertising as well…. so sad.