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Uncharmed

Gisele Bundchen has found herself in a spot of bother with the Brazilian authorities over her recent TV advert for Hope lingerie. According to Vogue the Brazilian supermodel is seen in the ad fully-dressed giving her husband some bad news, before appearing again dressed in red lingerie, telling him she has crashed his car, maxed his credit card or invited her mother to stay. This is accompanied by the tagline: "You're a Brazilian woman - use your charm".

Having elected its first female president nine months ago, attitudes towards women’s role in society has changed significantly in Brazil in recent times. Critics of Gisele’s ad say this is a backwards step and is demeaning towards women.

"The campaign promotes the misguided stereotype of a woman as a sexual object of her husband and ignores the major advances we have achieved in deconstructing sexist practices and thinking," say government officials from the women's secretariat. "The model, Gisele Bündchen, encourages Brazilian women to use their 'charm' … to lessen possible reactions from their partners".

The lingerie company responsible for the offending ad, Hope, reckons its all in good taste and should not be taken too seriously. The director, Sandra Chayo, says: "Gisele can testify that all of the situations shown in the campaign are jokes about daily life … in no way should they be taken as being depreciative of the feminine figure.”

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