Paris Hilton too hot for Brazil? Gov't protests

Chris Munoz

26 February 2010

So claims Brazil's Secretariat for Women's Affairs, which would like a sultry lager commercial starring the hotel heiress, model and actor offline. The ad features Hilton in a short black dress preening and rubbing a can of Devassa lager on herself, to the elation of bystanders watching thru her window. A politician worried about the issue even introduced bill that would restrict ED adverts to night. The leagues don't appear inclined to interrupt the standing. 2 and a half years on, the Kardashians are an inevitable cultural and commercial force.

Their series, "Keeping Up with the Kardashians," which concludes its 4th season Sun. on E. , has shattered viewership records for the wire network and spawned a spinoff show. Checkout-aisle mags and gossip blogs cover the littlest details of the sisters' lives.

And Madison Avenue calls on the family to sell conventional America everything. But if you ask Andrew Handley, the subsequent progression of lager drinkers starts to grow seriously. "People are looking to grow their taste receptors. The majority, they will try something new, but if it is an important day, they'd buy something better. "They may not like 98 % of these lagers, but they might like two p.c of them. The commercial isn't really explicit - particularly in a country where postage-stamp-size bikinis are pervasive.

But Brazil's rules say lager commercials can't treat ladies as overtly sensual objects. "It's an advertisement that devalues ladies - particularly, blond women," according to a spokesman for the Women's Secretariat who said it received countless grouses. She spoke Thursday on condition of anonymity because she wasn't free to talk about the case. "The difficulty with the ad isn't an absence of clothing, but its sensuous nature," Correia expounded. "A girl in a bikini on a beach isn't always sensual ; it is dependent on the context.". Conar is a personal agency that can't legally force a company to remove an advert. But Correia claimed that in twenty-three years of existence, Conar has conducted more than seven thousand inquiries and not one of its suggestions has been ignored. Devassa, meaning "naughty" in the most light of translations, is created by Grupo Schincariol. Calls to the company weren't straight away returned Thursday. Hilton was in Brazil last week during Carnival for the opening of the advert campaign. Photographs in local newspapers showed her crawling on the floor in a VIP room in the lavish samba parades.