New Zealand’s Advertising Standards Board has ruled a TV ad for Cool Charm deodorant exploitive and degrading to women. In the ad, a big breasted female dental assistant is seen in a reveling uniform applying the product (although how that is done while clothed one wonders) while watching the dentist try to get an adolescent boy to open wider.
Not until the nurse walks over to the boy does he open him mouth in astonishment at the site of her hanging cleavage. The Board says the ad “was blatant exploitation of a woman’s body to sell a product and demeaning to the profession of dental nursing.” All true and the use of an adolescent boy is questionable. On the other hand, it’s just an example of what happens in real life when a boy/man is exposed to such a site.
