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Hotel Chain Withdraws Magazine Advert After It Is Called 'Sexist'

Tom Wood

| Last updated 

Hotel Chain Withdraws Magazine Advert After It Is Called 'Sexist'

Right, let's run a simple test.

Have a look at the picture just below here and see what you think of it.

Credit: Twitter / Sofitel
Credit: Twitter / Sofitel

Boring, right? It just looks like a normal advert for the Sofitel hotel in Brisbane, Australia. A lovely couple sitting around in a pair of matching hotel bathrobes eating a delicious continental breakfast in bed.

Or so it would appear. Turns out the hotel has been forced to take this advert out of all its publicity because some people think that it is sexist.

On first glance, that might seem ridiculous. You'd have to look a little deeper to find something that could be considered even slightly sexist - it is in there, though, if you're willing to go for a dive.

Firstly, have a quick look at the couple's differing reading material. The man is reading a copy of the Financial Review, presumably checking in on his stock portfolio, like all men do first thing in the morning.

Well, after doing a few keepy-uppies and downing a pint of bitter, of course.

While he pores over the difficult facts and figures of the financial world, his female companion reads a coffee table book from the fashion house Chanel.

One can only assume that she is choosing a lovely dress that she can wear once the latest dividends from her partner's financial investments roll in.

See how that could be construed as just a little bit sexist?

That's what some people think anyway. Don't shoot the messenger.

Credit: Twitter
Credit: Twitter

A fair point. Many women know loads more about finance than men. Also, given the choice, a lot of men might choose to read the fashion mag. Finance is really boring, after all.

But wait, there's more!

Other have taken umbrage with the positioning of the aforementioned delicious continental breakfast.

As you can see, the man is positioned next to the pastry platter, whereas the woman is nearer the fruit.

This detail hasn't passed everyone by:

Credit: Twitter
Credit: Twitter

Ooh, that changes everything.

Or maybe not. To be fair, it's possibly a greater disservice to women to suggest that she couldn't just reach the two feet across and get a croissant if she wanted one. Even better, she could ask her partner to pass her one.

If he refuses to pass the pastries, you don't need him, girlfriend.

Whether you think it's sexist or not, it doesn't matter now because the advert is gone.


A spokesperson for Sofitel Hotels said: "There was no intention of portraying a stereotype, but we recognise it and apologise for any offence that it has caused.

"The creative has since been pulled from any future communications activity."

That's OK then. It just goes to show, in this day and age you've got to think everything through.

Featured Image Credit: Twitter / Sofitel

Topics: brisbane, Interesting, advert, Hotel, Australia

Tom Wood
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