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Non-profit protests Jewelry.com ads

Published on .

Dads & Daughters, a national non-profit group for fathers and their daughters, protested a Jewelry.com advertisement as offensive to girls and the online retailer agreed to stop carrying the ad. The ad appeared in the Dec. 13 issue of U.S. News & World Report. It shows a shirtless man and a nearly naked woman (with jewelry) apparently engaged in a sexual act. The ad's tagline is "Trust us, a food processor won't get you there.'' Dads & Daughters arguedthe ad clearly portrayed "the woman having an orgasm at the hands of the man,'' adding that "the more damaging message is that women are willing and ready to sell their bodies and sexual access in return for a piece of jewelry.'' Dads & Daughters accepted CEO Scott Shlecter's subsequent apology and offered to advise Jewelry.com as the company rethinks its advertising approach.

Copyright December 1999, Crain Communications Inc.

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