........soft like your emotions
During 2008, Aurifil promoted brand and products inside quilt magazines using this AD , today we received the follwing comment about it, I really wish to ask your opinion about........
I am a subscriber to the magazine Fons and Porter's Love of Quilting, and I feel I must write to you to explain my disappointment in your ad appearing on page 83 of the magazine. The copy line reads, "Strong like your passion, soft like your emotions." I realize that most readers of the magazine are female (as am I), and that many crafters and quilters in general are female, but I still find it offensive that your ad tries to enforce the notion that women have "soft emotions" based on their biology. I find it sexist and offensive. Although I am sure you produce a quality product, I will refuse to purchase any until you change your advertising tactics.
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