Canadian Wheat Board Turns to ‘Sex Sells’ Mentality with Recent Ad (Jan 22, 2013)

Canadian Wheat Board Turns to ‘Sex Sells’ Mentality with Recent Ad

Has the CWB Gone Too Far With Its ‘Still on the Fence’ Ad?

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It looks like one of those sexists vintage ads that you would have seen in the early 20th Century, but only it’s in the year 2013. The Canadian Wheat Board (CWB), who has been faced with some big changes this year with the monopoly gone and on the whim of the open-market, is looking for new and creative ways to grab farmer’s attention. A new ad featured on its website that says “Still on the Fence?” which portrays an attractive cowgirl with legs exposed straddling a fence post featured under its ‘hot topics’ icon is asking farmers to “choose with confidence” to entice farmers to book some grain with the CWB’s Futures Choice Winter Pool.

I understand that their target audience is for men, but as a woman in the ag-business I am offended by this ad - it’s demeaning to women and it implies that only men are farming in the west these days. But hey, maybe I am overreacting – what are your thoughts? Is the CWB ad offensive?

I see this add as sexist, marginalizing women, and yes I do believe the CWB is using sex to sell. Interesting that it seems to be men who think the ad is just fine, and the women take offense. It is so sad to think that we haven't come very far at all. And if the next ad is a half naked well chiseled man straddling a fence, I would hope that men would take offense to it as well. Shame on the CWB.
Posted by Sherry on 8/24/2014 9:15:08 PM
Ms Brodhagen is absolutely correct: the ad portrays a sexist image of a woman in a provocative pose. Distasteful -- I don't want my daughter to aspire to this image of womanhood.
Posted by Pam Klassen-Dueck on 1/31/2013 8:37:31 PM
Where could I get a 16x20 of this pinup for my garage where I could display it with western pride.
Posted by Mike Kennedy on 1/30/2013 9:27:20 PM
Very offensive! We are suppose to learn from the past, not go back to that stuff!! That is not what I want my daughters to think is alright!
Posted by GG on 1/30/2013 3:36:45 PM
How do you know that the next add doesn't have a cowboy? Amanda Brodhagen, get a life or find something intelligent to write about! This is so foolish I had to reply!!!
Posted by Cam on 1/25/2013 7:25:34 PM
The ad isn't offensive the CWB is though with their estimated pool return outlook!
Posted by Jimy D on 1/25/2013 9:54:24 AM
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