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Pack of Female Watchdogs??? Gotta love it!

French Ad Shocks, but Will It Stop Young Smokers?

By STEVEN ERLANGER
Published: February 23, 2010


PARIS � A new French antismoking advertisement aimed at the young that plays off a pornographic stereotype has gotten more attention than even its creators intended, and critics suggest that it offends common decency and creates a false analogy between oral sex and smoking.
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The slogan is bland enough: �To smoke is to be a slave to tobacco.� But it accompanies photographs of an older man, his torso seen from the side, pushing down on the head of a teenage girl with a cigarette in her mouth. Her eyes are at belt level, glancing upward fearfully. The cigarette appears to emerge from the adult�s trousers.

Two other ads show young men in the same position as the girl, though the adult is wearing a suit jacket and a watch.
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The ads, he said, try to convince them that smoking is �an act of na�vet� and submission.�

He continued: �We can�t be tepid on this subject; we have to hit hard. We are working against years of myth on the basis of films and stars, and we fight against this with zero euros.�

But the reaction on the Web site of Droits des Non-fumeurs has been mixed. One comment read, �The campaign trivializes sexual abuse � worse, it implies guilt on the part of the abused.�

Florence Montreynaud, the president of La Meute des Chiennes de Garde, or the Pack of Female Watchdogs, which opposes symbols of sexual violence in films and advertising, called the ads �unbearable� and said �what is most shocking is the banalization of sexual violence.�

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