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Tutto il mondo è Paese soprattutto quando si parla di maschilismo e sessismo, trasversali per cultura ed estrazione sociale. Così in Gran Bretagna una nota marca di scarpe ha pensato bene di confezionare uno spot nel quale si vedono tre uomini e tre donne. Peccato che gli uomini siano vestiti di tutto punto, compresi il gilet, la cravatta e la giacca. Le donne invece appaiono in lingerie ultrasexy e in certi momenti in topless e tanga. Lo slogan “Fancy a pair?” ovvero “Ne vuoi un paio?” appare sullo schermo mentre la modella seminuda si copre il seno con un paio di scarpe. Ma ce n’è anche un’altra inginocchiata sul pavimento mentre una scarpa le troneggia sulla schiena. E che dire poi della macchina lancia-banconote che un uomo impugna davanti a una donna inginocchiata? “Degradante e sessista per le donne”: così lo ha bollato l’Asa (l’ente che vigila sulla pubblicità in Gran Bretagna) che ha deciso di censurare la pubblicità: «Abbiamo considerato il contenuto generale, e in particolare alcune immagini, sessualmente allusive e degradanti per le donne - ha dichiarato un portavoce dell'ente-. In ogni scena la donna è trattata come un oggetto”. Dalla Goldwin Smith, la marca di calzature del Lancashire che ha diffuso lo spot, secondo quanto riportato dal sito Bbc News, fanno sapere che: 'Consideriamo il video come un concetto di fantasia spensierata per gli uomini e non è certamente destinato a degradare le donne”. Inoltre, per 'Ironia della sorte, la maggior parte del team di produzione che ha realizzato il video era composto proprio da donne”.
