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New AXE Apollo Campaign: How to Make Money with Sexism

AXE recently launched a new marketing campaign giving consumers the chance to become an astronaut and fly to space. On January 31 AXE twittered an image of an astronaut kissing a woman on Times Square, New York, adding:

#ItsCrazyHow Astronauts ALWAYS get the GIRL! -Law with AXE #InSpace

The AXE picture apparently refers to the famous black and white picture portraying an American sailor kissing a woman in a white dress on August 14, 1945, in a moment of jubilation on Victory over Japan Day in the heart of New York City:

The couple was later identified as the sailor George Mendonsa and the nurse Greta Zimmer Friedman. The London-based feminist blog "Crates and Ribbons" has recently shown that rather than a romantic moment between lovers, the iconic image actually and unambiguously depicts an act of sexual assault.

In Greta’s own words:

“It wasn’t my choice to be kissed. The guy just came over and grabbed!”

“I did not see him approaching, and before I knew it, I was in this vice grip. [sic]“

“You don’t forget this guy grabbing you.”

“That man was very strong. I wasn’t kissing him. He was kissing me.”

George Mendonsa admitted:

“‘The excitement of the war being over, plus I had a few drinks. So when I saw the nurse, I grabbed her, and I kissed her.”

We can conclude: It is 2013 and a global company like AXE is spending millions for its advertisements just to keep on romanticizing sexual assault.

Reposted bykackscheissefeminismToshioTVMaybeADayOffdocanonymousdoenereeadclordminxkthxymarbearhansebinkresaoleanderJohannzEveREvilWorm84

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