The invitation to an event at the Israeli embassy in New York has raised some eyebrows — because it featured a bikini-clad woman as a way to “celebrate” the women of the Israeli Defense Forces.
“We found that Israel’s image among men 18-38 is lacking,” David Saranga, consul for media and public affairs said.
“So we thought we’d approach them with an image they’d find appealing.”
I don’t deny that a solid contingent of under-40 dudes find chicks in bikinis appealing. But, damn, I’d be pretty insulted if I were a guy and an advertising exec thought he would best appeal to me by having a beauty queen lay out in a bathing suit. It’s a little sad, isn’t it?
Needless to say, some women didn’t find the invitation particularly inviting.
That’s the wrong image, said Zahava Gal-On, a Knesset member and chairwoman of the Meretz Party.
“It’s unfortunate that the Israeli consulate chose to emphasize Israel’s relevance with a portrait of a half-naked woman, instead of with one of women of substance and accomplishments,” she told Yediot Achronoth.
Of course, a woman can be half-naked and be a woman of substance and accomplishments, but that certainly wasn’t what they were emphasizing.
Critics said the promotion is particularly inappropriate because it follows the resignation of senior government officers, including the Israeli president, after they were charged with sexual impropriety.
“Israel’s image has been tainted by sex scandals involving high-ranking officials as it is,” Avital said. “I wonder if the best way to encourage tourism is by advertising sex.”
In March the Israeli foreign ministry encouraged Maxim to send a nine-member team of photographers, hair-stylists and makeup people for a five-day picture shoot in the Tel Aviv area.
Officials said then they wanted to show the diversity of Israel and change the perception that it was a land of conflict.
“Israel is viewed as a very macho society. We want to show that we are a normal society like others,” Saranga said.
I suppose if the goal is to prove that a society is “normal” and “like others,” then misogyny is an excellent way to do it. Although I’m not sure how leering at hot chicks somehow battles accusations of machismo.
Thanks to Ari for the link.