Marketing with women’s bodies
Kaieteur News – November 22, 2006
The campaign to use women’s bodies to market products continues.
On Page 10 of the Kaieteur News of Sunday 19th Nov, 2006, there is a picture of one DDL Chairman Yesu Persaud surrounded by women described only as ‘vodka models’ and whose names seem not to be important, but who are sashed (and branded) `Ivanoff Blue.’
Guyana ‘s private sector seems to think that Guyana ‘s market requires women to ‘model’ around the brand and product.
The public funds which are being spent to reduce sexism in the society cannot compete with the private sector funds which are determined to reinforce the stereotypes which reduce women’s worth.
Those of us who love women know that alcohol use is an important factor in the removal of inhibitions which result in violence, including sexual violence.
The 2006 United Nations Secretary General’s Report on Violence Against Women (available from http://www.un.org/womenwatch/daw/vaw/) identifies alcohol as a risk factor.
Guyanese know that the presence of alcohol increases the intensity of the violence, especially domestic violence.
The photograph in Kaieteur News was probably published to showcase another ‘success’ for DDL.
Instead, I believe it indicates the low opinion which DDL has of its customer base.