Darren Huston - Banned 'your wife is hot' air conditioning ad appears on billboard


On a billboard featured an advert is labeled inappropriate by travel bosses and banned from the buses of a city.

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The advertisement for air conditioning-described by an academic as "simple sexist"-features the line: "Your wife is hot!" It was intended to appear on seven trains in Nottingham but Adverta, which places advertisements on buses and trams in the town, blocked it and said it could be an insult.

The ad designer, Lee Davies, said it was "a bit of harmless fun."

Professor Carrie Paechter, director of the Nottingham Center for Children, Young People and Families, said that the advertisement was "like something from the 1950s" and called for its removal.

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"If I had young kids, because of the messages it gives them about society, I would not want them to pass that on the way to school," she said.

"The subliminal message about culture is that it's OK to comment on women's bodies and comment on women's bodies as if they're someone else's possession-' your wife.'" It also provides the subliminal message that it's the home guy who's accountable for fixing the air conditioning. "A fresh law went into force last month banning damaging gender stereotypes in advertisements, followed.

Prof. Paechter added: "I don't want the business or the owner of the business to be demonized, but it's a stupid advertisement and it has to come down."

~Darren Huston

Location: Hope, BC, Canada

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