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Model Jasmine Jardot in 'degrading' advert hits back




  • Advertising watchdog ruled Goodwin Smith shoes advert 'degrading' to women 
  • It showed topless models posing with footwear and serving men alcoholic drinks
  • But model Jasmine Jardot hit back, saying she was proud to have taken part  
  • Advertising Standards Authority also said advert was 'likely to cause offence'

By Stewart Paterson For Mailonline

Published: 03:42 EST, 17 November 2017 | Updated: 12:05 EST, 17 November 2017

Ms Jardot responded to the ASA's ruling on Twitter, saying that she was 'proud' to have taken part in the campaign
Ms Jardot responded to the ASA's ruling on Twitter, saying that she was 'proud' to have taken part in the campaign

Ms Jardot responded to the ASA's ruling on Twitter, saying that she was 'proud' to have taken part in the campaign

A model who posed on all fours with shoes on her back for a 'degrading' advert has hit back at critics, saying she is 'proud' to have taken part.

Jasmine Jardot appeared topless in the 'sexually suggestive' advert for Goodwin Smiths shows, which was earlier this week banned by the Advertising Standards Authority (ASA).

The watchdog ruled the promotion - which featured an image of three models wearing just knickers - ‘objectified’ women.

Ms Jardot, who appeared in the shoot posing with a pair of shoes on her back, responded to the ASA's ruling on Twitter.

She wrote: 'I was one of the models on this shoot. 

'I didn't feel degraded at all, I thoroughly enjoyed my time on set and am proud of being part of this campaign #goodwinsmith #dontshamemeformychoices #imafeminist'.

An investigation was launched after the Advertising Standards Authority (ASA) received nine complaints about ads for the Lancashire-based firm.

The breasts of one of the women in the email were exposed, while the second covered her chest with her arm with her nipple exposed and the third posed in front of the others holding a pair of shoes over her chest.

Ms Jardot feature in the advert for Goodwin Smith Shoes on all fours and with a pair of shoes on her back
Ms Jardot feature in the advert for Goodwin Smith Shoes on all fours and with a pair of shoes on her back

Ms Jardot feature in the advert for Goodwin Smith Shoes on all fours and with a pair of shoes on her back

 
 

 

 The model also said she 'didn't feel degraded at all' and used the hashtags #dontshamemeformychoices and #imafeminist

The 'degrading' advert showed a number of topless women in thongs as they showcased pairs of Goodwin Smith Shoes 
The 'degrading' advert showed a number of topless women in thongs as they showcased pairs of Goodwin Smith Shoes 

The 'degrading' advert showed a number of topless women in thongs as they showcased pairs of Goodwin Smith Shoes 

The Advertising Standards Authority ruled against the advert, which the body said 'objectified' women 
The Advertising Standards Authority ruled against the advert, which the body said 'objectified' women 

The Advertising Standards Authority ruled against the advert, which the body said 'objectified' women 

A man sprays Champagne over the set of the 'degrading' advert, as topless women dance in the background  
A man sprays Champagne over the set of the 'degrading' advert, as topless women dance in the background  

A man sprays Champagne over the set of the 'degrading' advert, as topless women dance in the background  

The video shows one of the women using a machine to fire fake bank notes over the set as another waves a foam finger around 
The video shows one of the women using a machine to fire fake bank notes over the set as another waves a foam finger around 

The video shows one of the women using a machine to fire fake bank notes over the set as another waves a foam finger around 

A man modelling a pair of Goodwin Smith shoes fires a stream of fake bank notes into the face of one of the women 
A man modelling a pair of Goodwin Smith shoes fires a stream of fake bank notes into the face of one of the women 

A man modelling a pair of Goodwin Smith shoes fires a stream of fake bank notes into the face of one of the women 

The group of men and naked women also drink alcohol in the advert - surrounded by boxes of Goodwin Smith shoes 
The group of men and naked women also drink alcohol in the advert - surrounded by boxes of Goodwin Smith shoes 

The group of men and naked women also drink alcohol in the advert - surrounded by boxes of Goodwin Smith shoes 

An ASA spokesman said: ¿We considered that a number of scenes ... were sexually suggestive and that for most of the video the women danced in a seductive manner'
An ASA spokesman said: ¿We considered that a number of scenes ... were sexually suggestive and that for most of the video the women danced in a seductive manner'

An ASA spokesman said: ‘We considered that a number of scenes ... were sexually suggestive and that for most of the video the women danced in a seductive manner'

A man stares at one of the naked women's chest in one of the scenes. Redfoot Shoes, trading as Goodwin Smith, said the campaign had attempted to portray a 'fantasy concept'
A man stares at one of the naked women's chest in one of the scenes. Redfoot Shoes, trading as Goodwin Smith, said the campaign had attempted to portray a 'fantasy concept'

A man stares at one of the naked women's chest in one of the scenes. Redfoot Shoes, trading as Goodwin Smith, said the campaign had attempted to portray a 'fantasy concept'

The company’s website also included the claim ‘Fancy a pair?’ and was accompanied by an image of two women who were topless, wearing only knickers and covering their breasts with shoes.

Redfoot Shoes, trading as Goodwin Smith said that the campaign had attempted to portray a ‘fantasy concept’ in which the men were portrayed as being confident’, and was not meant to degrade women.

But the ASA found that the ads breached rules regarding social responsibility as well as harm and offence, and banned them from appearing again.

But the ASA found that the ads breached rules regarding social responsibility as well as harm and offence, and banned them from appearing again
But the ASA found that the ads breached rules regarding social responsibility as well as harm and offence, and banned them from appearing again

But the ASA found that the ads breached rules regarding social responsibility as well as harm and offence, and banned them from appearing again

A man dances next to a topless woman clutching a saxophone. The company's website also included the claim "Fancy a pair?"
A man dances next to a topless woman clutching a saxophone. The company's website also included the claim "Fancy a pair?"

A man dances next to a topless woman clutching a saxophone. The company's website also included the claim "Fancy a pair?"

The ASA added: 'We considered the general content, and those scenes in particular, to be both sexually suggestive and degrading to women, and therefore likely to cause serious offence'
The ASA added: 'We considered the general content, and those scenes in particular, to be both sexually suggestive and degrading to women, and therefore likely to cause serious offence'

The ASA added: 'We considered the general content, and those scenes in particular, to be both sexually suggestive and degrading to women, and therefore likely to cause serious offence'

An investigation was launched after the ASA received nine complaints about ads for the Lancashire-based firm
An investigation was launched after the ASA received nine complaints about ads for the Lancashire-based firm

An investigation was launched after the ASA received nine complaints about ads for the Lancashire-based firm

The breasts of one of the women in the email were exposed, while the second covered her chest with her arm with her nipple exposed and the third posed in front of the others holding a pair of shoes over her chest
The breasts of one of the women in the email were exposed, while the second covered her chest with her arm with her nipple exposed and the third posed in front of the others holding a pair of shoes over her chest

The breasts of one of the women in the email were exposed, while the second covered her chest with her arm with her nipple exposed and the third posed in front of the others holding a pair of shoes over her chest

A topless woman covers her breasts with a pair of Goodwin Smith shoes 
A topless woman covers her breasts with a pair of Goodwin Smith shoes 

A topless woman covers her breasts with a pair of Goodwin Smith shoes 

An ASA spokesman said: ‘We considered that a number of scenes ... were sexually suggestive and that for most of the video the women danced in a seductive manner.

‘Scenes included one shot in which a woman was seen serving a man alcohol whilst just wearing a thong and in another in which a woman was on her knees facing a man who was using a machine to shoot banknotes into her face.

‘We considered the general content, and those scenes in particular, to be both sexually suggestive and degrading to women, and therefore likely to cause serious offence.’ 

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