Ynet Joins JPost for Jerusalem Bus Ad Fight Blooper Award

Ynet wins this month’s award for completely inappropriate pictures of women. Today, Ynet posted an update on the campaign to show the faces of modestly dressed Jerusalem women on Jerusalem bus ads. The picture accompanying the article shows the bottom half of a woman’s body (no face) and is focused on her crotch.

This is not a fight about advertisers wanting to put sexy women on buses, but rather a fight over whether serious public service advertisements including women can be displayed. The matter goes back to 2008 when Egged refused campaign advertisements that featured the face of Rachel Azaria, running for city council as head of the newly formed Yerusalmim party. They told her ‘No pictures of girls on buses in Jerusalem. Not a 3-year-old and not an 80-year-old.”

The battle heated up again last fall when Egged refused to display women on posters for a public service campaign to increase organ donors. Once again the pictures showed only faces. There were no exposed shoulders or any other form of provocative dress. None the less, Egged’s advertising agency asked the National Transplant Center (ADI), to replace the advertisements with ones showing only men. The advertising agency explained that a 2007 campaign which showed an organ donor and her son had been vandalized and the bus set on fire.

In November, Yerushalmim tried to place posters of the faces of women living in Jerusalem on buses. The campaign was titled “Women of Jerusalem, Nice to Meet You”. The women were fully dressed in “regular, completely modest, unrevealing and unoffending clothes.” None the less, they were told that they would have to deposit 50,000 NIS for any damages to the buses caused by the posters.

In December, Yerushalmim and several Jerusalem residents took the matter to the Supreme Court. This most recent article describes the Supreme Court’s request to the government to clarify two questions:

  • “why it [the government ] does not stipulate that licenses for operating public transportation will only be issued to companies that avoid activities that may include gender-based discrimination. “
  • “why it [the government] does not impose real sanctions on Egged when it goes against basic constitutional principles”

This is not the first time an update to this story has been posted with an inappropriate picture. At the beginning of March, the Jerusalem Post selected a picture of a woman licking a plate to accompany the article.

Jacob’s Bones asked Ynet how it chose the picture.  Ynet explained:

In this case, I assume we can both agree the photo used is that of a woman, and it very much looks like an ad. As such, it seems at least partly relevant to the story, and certainly to the story’s headline. I think that’s good enough.

Were there really no pictures that looked like a woman, looked like an ad, and showed her face? What about a breast cancer awareness ad?  Or the ADI organ donation ad featuring a woman that was rejected from Jerusalem buses?  Or one of the rejected pictures from the Yerushalmim campaign that triggered the supreme court case?

As unimaginable and as crazy as it sounds, the Haredim here aren’t complaining about sexy Jeans advertisements.  That might be understandable.

They are complaining and sometimes vandalizing buses with fully clothed women doing public service announcements.  What has women in Jerusalem upset is that even modest practical pictures of women can’t get on buses.

Haredim claim that women should not be displayed on buses because a picture of a woman is inherently sexual. Picture selections like these only serve to reinforce social attitudes that women in the media equals sex in the media.

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Categories: Building a Just Israel, Gender Segregation | Tags: , , | Leave a comment

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