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A hotel has been forced to remove an advert that's been branded 'sexist', after it received a huge backlash online.
The advert, for the Sofitel Hotel in Brisbane, Australia, featured a couple wearing bathrobes sitting in bed enjoying a continental breakfast of pastries, a fruit platter, and coffee.
However, eagle-eyed Twitter users were quick to point out the 'sexist' nature of the couple's reading material.
The man in the photograph is pictured reading the Australian Financial Review, while the woman is seen clutching a Chanel coffee table book, presumably about fashion.
Twitter users Ingrid Svendsen noticed the advert, and posted a picture of it to her Twitter account, accompanied by the caption:
He reads the Financial Review. She peruses a fashion mag. Who dreams up and approves this stuff @SofitelBrisbane?
He reads the Financial Review.
She peruses a fashion mag.
Who dreams up and approves this stuff @SofitelBrisbane?… https://t.co/nB4drSv5zD — ingridsvendsen (@ingridsvendsen)
Others were quick to point out the stereotypical nature of the models' reading material.
@ingridsvendsen @MeritaTabain @SofitelBrisbane Funnily enough I actually prefer reading @FinancialReview in the morning 😊 — Zora Artis, GAICD SCMP (@Zora Artis, GAICD SCMP)
Hi @SofitelBrisbane, your breakfast looks delicious! Hey and just wanted to let you know I’m a woman and I also rea… https://t.co/KLx1yQMugH — Elizabeth Redman (@Elizabeth Redman)
@ingridsvendsen @SofitelBrisbane Staggering isn’t it! — Merita Tabain (@Merita Tabain)
@elizabethredman @SarahRubyWrites @SofitelBrisbane @FinancialReview Cringeworthy... — Dr Eileen Webb (@Dr Eileen Webb)
@elizabethredman @SofitelBrisbane @FinancialReview JESUS, is that a Chanel coffee table book? This is... so disheartening. — Renee Pope-Munro (@Renee Pope-Munro)
@elizabethredman @PatsKarvelas @SofitelBrisbane @FinancialReview Of course the fruit platter is on her side, she'd… https://t.co/6qhAG2tcWy — Kumi Taguchi | 田口久実 (@Kumi Taguchi | 田口久実)
@elizabethredman @oldlillipilli @SofitelBrisbane @FinancialReview At least the man in the Sofitel ad reading the ne… https://t.co/rGETtf1QFV — Dr. Jillian Carroll (@Dr. Jillian Carroll)
@elizabethredman @SofitelBrisbane @FinancialReview Looks like an ad straight out of Sterling Cooper Draper Pryce #MadMen — Ron Erdos (@Ron Erdos)
In response to the criticism, a spokesperson for Sofitel Hotels said:
There was no intention of portraying a stereotype, but we recognise it and apologise for any offence that it has caused.The creative has since been pulled from any future communications activity.
There was no intention of portraying a stereotype, but we recognise it and apologise for any offence that it has caused.
The creative has since been pulled from any future communications activity.
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