The new ads for Zappos.com, which feature the slogan "More than shoes," use naked female models to sell their clothing. They do this by drawing attention to specific areas of the women's bodies, which blatantly objectifies them. The campaign encourages customers to see the models as dolls, and actually allows one to adorn them with virtual clothing.
This perpetuates dehumanizing attitudes towards women and girls. With these ads Zappos is contributing to the idea that women and girls' value lies only in their youth, beauty and sexuality. We believe that women are "more than" that.
In each of the advertisements released thus far, there are also men who stare at the naked women. At least two of the ads make reference to being "noticed," again implying that women and girls are only worth paying attention to when displaying their bodies (and even more so when displaying their bodies for men).
It's time to stop the misrepresentation of women in advertising.
MissRepresentation.org asks you to join us in opposing this Zappos.com ad campaign, and in asking the company to halt the publication and promotion of said advertisements.
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