Surf and Sexism...bottoms up?

Cross posted at http://community.feministing.com/2009/07/surf-and-sexismbottoms-up.html
I’m not sure if anyone else has noticed but some surfing magazines are truly appalling. I found this advertisement, if you would even call it that, in Transworld Surf Magazine.

It’s for the Reed Surf Sandals Company and their Miss Reef Bikini Contest. (These are the online versions but the magazine featured these on a double sided pull-out poster) Their motto: “Celebration 25 years of Taking the Focus off our Team Riders.” Yeah…but only by objectifying women in one the most overtly dehumanizing campaigns I’ve ever seen. One side features males with their faces showing, their names in each box, or in some amazing surfing stunt. On the other side is a series of faceless women doing, well you know, what they do best, wearing thong bikinis while playing in the sand. The magazine wants its audience to judge women solely on their “bottoms.”
It’s not just this ad either. How often do surf videos feature the surfing parties? They usually consist of “dudes” catching some waves during the day and then catching some “chicks” later that night. Very rarely, with the exception of the end of the movie Blue Crush, do you see female surfers being taken seriously. Because women could never hope to rise to the ranks of men, right? So just stand their so those men have something to look at after a long, hard day of surfing. Great message.
What Can You Do?
Send your thoughts or concerns to the magazine's advertisement manager or contact the Reef Company directly.