"After years of stress ... La Ciotat offers you a moment of relaxation", promises the city, with an image of a young woman in a bikini seen from the back, followed by the image of a man in a swimsuit, since this Saturday.
A communication initiative that went badly with several Internet users, as the Marsactu site pointed out on Monday.
The problem ?
The use of a photograph of a woman in undress to promote the Bouches-du-Rhône seaside resort on social networks and in the press.
The centrist city councilor Mireille Benedetti, opponent to the mayor LR Arlette Salvo, notably castigated a "mediocre" initiative, "in a tendentious message with photos bought on the Internet and models described by the seller as a
woman with a beautiful body and bikini sexy on the tropical beach
”.
🚨Discover the reaction of environmentalists from La Ciotat and Aubagne to the sexist advertising campaign 🚫 of the City of La Ciotat.
Madam Mayor of La Ciotat remove it, the women will thank you.
pic.twitter.com/dY29NJqmzs
- EELV Aubagne La Ciotat (@EELV_Aubagne_LC) January 10, 2021
"It appears completely anachronistic that in 2021 a local community will be required to use the body of women presented as an object of pleasure", denounce the environmentalists of La Ciotat and Aubagne.
"A sadly sexist cliché"
“The female body is not a marketing argument and cannot be used to promote the image of our beautiful city with natural, heritage and cultural assets that are much more attractive than this sadly sexist cliché”, they continue in a press release. .
Many comments also express their outrage below the photo, on Instagram and on Facebook.
“Whether a woman chooses to show her butt is her choice, her body and there is nothing wrong.
But that an agency "offers" the buttocks of a woman to "relax" people, it is no (even showing a muscular guy afterwards to make up for it) ", comments one Internet user.
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“I don't understand anything about their ad.
She's really bogus.
La Ciotat, we go there because we love it as it is.
And we go as we are, ”adds another.
"In 2021, to make a sexist campaign based on thongs and tanned biscotos, for a municipality, had to be daring ..." continues another on Instagram.