Airline Advertising
distraction” (although, at the time, this also article in the 1970’s entitled “No More
touched on sensitivities about the Iraq war). Stewardesses - We’re Flight Attendants’ In
But the extent to which sex can really her report, Howe argued that “the women
sell a seat on an airline is questionable. whom the airlines have tried to portray as
These days cost and convenience are docile, flighty sex bunnies….have become
generally the main motivations behind the least docile and most independent of
the selection of an airline and tend to all female occupational groups.”
override any considerations about in- Preconceived ideas and expectations of
flight service or attractiveness of the cabin crew stemming from traditional
cabin crew. The importance and impact airline publicity could have serious security
of airline branding has lessened further implications if passengers resent or refuse
with the onset of mass air travel with to follow instructions from perceived ‘trolley
frequent business travellers basing their dollies’ in emergency situations.
choice of airlines on schedules and Statistics also indicate that cabin crew
leisure travellers looking primarily for the are increasingly bearing the brunt of
cheapest option. Airline branding and aggressive action from discontented,
reputation usually come into play when frustrated and often intoxicated
prices between long-haul flights are passengers. Recent figures from the CAA
similar or if money is not a consideration. showed that the number of reported
In the case of low-cost airlines, airline assaults on cabin crew, almost doubled
publicity rarely promises anything but a between 2007 and 2008 rising from nine
cheap ticket on board what the Telegraph in the first quarter of 2007 to 18 in the first
newspaper once neatly described as, ‘a fast quarter of this 2008. British trade unions
food joint with propellers’. Passengers representing flight attendants say air rage
opting to fly with budget airlines generally remains a big concern for members.
realise that customer service is last on the Whilst air rage may well be a result of
list and that the stewardesses will more passenger expectations not being met in
often than not be young and could be some way, shape or form, the extent to
slightly uncouth. Passenger disappointment which it is the fault of the marketing gurus
and frustrations on low-cost airlines will is far from being an established fact. Yet air
often arise in response to hidden extras, travel, along with overseas holiday
such a paying for plastic bags for liquids and packages, are high value products that are
in the recent case of Ryanair, suggestion paid for up front and, as such, one can
that passengers may, in the future, even argue that the salesmen have a duty to
have to pay to use the toilet facilities. deliver the image created.
But despite this questionable impact of Many travellers are spending significant
airline branding on passenger expectation, percentages of their income as a result of
the decades-old media representation of the illusion created and they don’t have
flight attendants as pretty hostesses’ the opportunity to view or test the product
continues to negatively affect the way Using sex to sell is still in vogue. Whilst it before the transaction is completed. Buy a
many passengers view and behave towards used to be images of attractive air hostesses, new car, one test drives it first; purchase a
members of the cabin crew. The derisory some companies are now using property, one views it first; invest in a work
images of the submissive female flight advertisements that associate cheap travel of art or item of jewellery, one can try it for
attendant, pumped out by airlines in the with cheap sex. Spirit Airlines' advertisement size. In all such cases, the sale is not
name of branding since the 1950’s, are uses the phrase "M.I.L.F." and "hotter and completed until the customer is satisfied.
not only unrepresentative but can also cheaper than ever", whilst Ryanair caused Given that airlines are not about to allow
undermine the primary role of the air crew controversy when using a sexy schoolgirl passengers to pay on arrival, and only if
as safety professionals. In-flight service image in one of their campaigns. they are satisfied with the service,
aside, the cabin crew ultimately have a perhaps they should remind their
primary responsibility for securing an advertising agencies to focus on fact
aircraft and its passengers. They are highly demanding profession if done rather than fiction?
trained to deal with emergency situations properly” said one flight attendant from a
and their presence and orders must be well-known British airline speaking on
respected if passengers are to remain safe. condition of anonymity. The author is a London-based freelance
“Many air stewardesses, particularly “I do think in general there is a lack of journalist specialising in international
with the bigger airlines, are highly respect for what we do,” continues the security, terrorism and conflict issues. She
trained, disciplined, worldly and multi- flight attendant. “The way we’re portrayed has worked, amongst others, for Jane's
lingual and not just there to smile and in adverts certainly doesn’t help and we Terrorism and Security publications,
serve drinks. If anything happens to should be taken more seriously.” Associated Press, BBC Television and Al
endanger the safety of passengers, the This sentiment is not new. US feminist Jazeera International covering the Middle
buck ultimately stops with us. It can be a writer Louise Kapp Howe published an East and Asia Pacific region.
24 Register now for FREE instant access to ASI online by visiting www.asi-mag.com April 2009 Aviationsecurityinternational
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