For a company as revered as Firefly, using women’s posterior as a way to attract attention was a huge mistake on their part. The series of offensive advertisements sanctioned by the company have single handedly destroyed women’s rights advocacy by ‘dismembering’ us in an atrocious manner, henceforth, solidifying the idea that women are just the sum of our bodies.
It is mind boggling how, Firefly Airlines somehow thought that releasing a series of ads that single out women’s body part as a promotional method would be completely acceptable. Well, it is not.
For decades, women have had to face numerous hurdles to overcome discriminatory practices that are both evil and insensitive; especially when it comes to marketing or selling an idea or in this case – a product. Our love hate relationship with media exist because of how the advertising world – often dominated by men, think that modern day society will be ok with how the media sexually objectifies women.
What makes objectifying hideous is how it strips away another human being from its natural and emotional component; resulting to a degradation that turns women into subhumans who exist merely for sexual gratification.
Women have been fighting tooth and nail to ensure social justice and women’s rights in this country are given priority and are recognized as legitimate struggles. There are global movements that try very hard to break gender stereotypes and address the horrors of sexual objectification because we are aware of how this has lead to a barrage of other issues such as appearance anxiety, body dissatisfaction, eating disorders and other unnecessary issues created by patriarchy.
Our bodies do not exist to sell products neither do we exist only to be used as props. Therefore, to preserve the spirit of gender equality, gender sensitivity and social inclusion, Firefly Airlines must remove those highly inappropriate ads and apologize immediately for being insensitive to women all over.