Airline Advertising
Hostess vs. Safety
Professional
The image of the pretty, smiling stewardess,
neatly turned out in her immaculate uniform,
ready to meet their passengers every need
has been used in airline advertising since the
‘golden days’ of the 1950’s. Singapore
Airlines, Emirates, Virgin Atlantic, and Air New
Zealand are just a handful of well known
airlines which continue to promote their brand
with images of attractive flight attendants
ready to provide cheerful, unlimited hospitality
and glamorous sex appeal.
Since the dawn of commercial flights,
pretty girls in pretty uniforms have become
an expected aspect of the flying experience
and airlines continue to use sex as a
marketing tool. With her figure hugging
Malay traditional sarong-kebaya, immaculate Many felt that Virgin Atlantic's 25th anniversary television ad was sexist. The
make-up and tiny waist, the iconic ‘Singapore high-profile campaign was set to Frankie Goes to Hollywood's classic "Relax"
Airlines Girl’ oozes sexual, oriental allure. The
recent high profile TV advertisement for British budget airlines Ryanair and provocatively dressed teenage girl. In 2003
Virgin Atlantic Airlines which features retro easyJet have both taken the ‘sex sells’ easyJet also attracted over a hundred
sultry stewardesses strutting through the factor a step further in recent years with the complaints from the public when it
airport terminal to the sound of ‘Relax’ by former being reprimanded in January 2008 published an advertisement featuring a
Frankie Goes to Hollywood, prompted public by the ASA for promoting ‘hottest back to woman’s breasts emblazoned with the
complaints of sexism. school fares” using images of a slogan “discover weapons of mass
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Aviationsecurityinternational April 2009
www.asi-mag.com 23
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