The New York Times:
The ad campaign for Renuzit Air Freshener, by an agency in Philadelphia named Red Tettemer & Partners, is centered on gorgeous images: buff young men who are either shirtless or have opened their shirts to reveal chiseled midsections.
The jest is that Renuzit Fresh Accents is as gorgeous as the models because it is, the print, online and outdoor ads declare, “the first air freshener designed to look as great as it smells.”
The ads carry headlines like “Look at this gorgeous air freshener next to this gorgeous man” and “Now that is gorgeous and the man is not so bad either.”
The campaign is an example of a more recent trend, in which marketers take a tack that may be described as “turnabout is fair play”: After decades of objectifying women to peddle products, Madison Avenue is now doing the same with men.
“We didn’t set out to objectify men, but you always see gorgeous women” in ads because those responsible for creative tasks at agencies will say, “‘There’s a hot woman, so guys will pay attention.’”
“I’m an equal opportunity objectifier,” [Steve O’Connell, partner and executive creative director at Red Tettemer & Partners] says, laughing.
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