Friday, December 14, 2007

Get with it, Lange!

Am I the only one who finds this distressing????

For the past 40 years, Lange has had a long standing ad campaign that features sexy, half-clad women wearing little else but its ski boots. Now Lange, along with Freeskier magazine, is sponsoring a contest to find four hot babes to represent the company at regional events.

Everyone knows that sex sells. But this campaign sets the women's movement back 40 years. Instead of relying on talent and athleticism, Lange once again takes the low road by resorting to another kind of T&A, objectifying women to sell its products. Are Lange boots so poor in quality and design that they have to resort to this? They could have done themselves credit by showing a terrific woman skier using their boots and saying why they're so wonderful. Instead, they continue to rely on an outdated mode of marketing that's crude, insulting, and demeaning to the achievements of women skiers everywhere. It's time they delivered something better.

Be sure to visit, an internet forum especially for women skiers, where women skiers can connect with one another to talk about everything and anything ski-related.


Jay Thomas said...


Push back the women's movement... blah blah blah. How many talented female athletes have had sexy scantily clad pictures taken long after they were popularized through their achievements in athleticism? The answer is: MANY! Are they too sabatoging the entire women's movement? NO! The ultimate image of sensuality (to many) is the female body. It is unfortunate that you do not find the same beauty in a well-defined figure from a model that spends half a lifetime working on her physique as the woman in the ads themselves. The women in the Lange ads of the past 40 years probably would not agree with you. If it weren't for the Lange ads, then maybe these models would not have the same liberating options that had become available to them because of the ads. Isn't the true meaning of the Women's Movement being able to be free to do what they want? If these models WANT to do these ads and have the economic advantages that may come out of a breakout ad campaign, then who are you to limit their options or achievements? I may not like red cars. Should I, at every turn, blast auto manufacturers for manufacturing red cars? Or maybe I should reserve this opinion and feel happy that another has the option of having something that they enjoy. Cheers!

belindamcadams said...

I agree with you 100%--it's a stupid, sexist campaign. It makes me wish I didn't have Lange boots!

Anonymous said...

I completely agree with you. I think these things don't do anyone any favors, and I wish the athletes involved would think it through a little more. I don't think it's any surprise that Julia Mancuso has mysteriously found it difficult to garner the respect she feels she deserves in the sport. Silly decision to pose for that campaign.

Interesting first comment - I wonder if the commenter stopped to think that the only "liberating" and "economically advantageous" opportunities these models have is to show their bodies for money. Hm. Doesn't seem to liberating to me.