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Protest levied at new NHL ad campaign

The Canadian Press reported today that Martha Burk, chairperson of the National Council of Women's Organizations, is starting a protest campaign over TV ads the National Hockey League is set to air shortly. Burk says she will write letters of protest to both the NHL and television network NBC regarding the ads, which, she says, are disrespectful to women.

The first in a series of five commercials, slated to start next week, opens with a quote from Chinese military philosopher Sun Tzou. Following this, an actor portraying an NHL player is shown in a locker room, surrounded by candles, being tended to by a seductivley dressed woman as theatrical music swells. The woman helps him don his hockey garb as if he is going into battle, and as the player heads toward the ice, the camera cuts to a young boy in the stands cheering his hero on.

The ads are designed by Conductor, an entertainment marketing company that has worked on music videos for bands such as Green Day and ad campaigns for the Spider-Man films. The ads are aimed at announcing the return of the financially hard-hit hockey league after a much-publicized 301-day lockout.

According to Burk, "The commercial is clearly selling sex and violence and the last image in that commercial is a young boy watching this, so he's clearly the customer they're after, or it's a misguided attempt to draw in families."

NHL spokeswoman Bernadette Mansur disagreed with Burk.

"This ad shows no disrespect for women," Mansur told The Canadian Press. "On the contrary, the woman is the spiritual and physical trainer for the 'Warrior' and is his mentor."

The National Council of Women's Organization is a nonpartisan, nonprofit umbrella organization of groups that collectively represents millions of women across the United States. In 2003, it began an ongoing lobby to have the prestigious all-male Augusta National Golf Club, home of the Masters tournament, open to women.

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Since when is it so odd that TV is using sex to sell something? Get a grip lady! Sex has always sold products and as disgusting as it that idea is that probably always will be the case. I see nothing offensive about these ads...and I'm a freaking woman!

I think that the ads are pretty cool, but then I am super psyched for the new hockey season to start. I went through withdrawal all last season.
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i work in advertising and let me tell you, EVERYONE is selling sex and violence -and will continue to as long as we all 'buy' it.
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BS! Go home lady!
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I've watched this ad twice tonight and I can't see anything wrong with it. I've seen racier stuff on the Muppet Show. I'm so sick of people complaining and protesting things for no apparent reason. Pick a cause that is worthy! Find something that really needs fighting for like human rights or genocide in Soth Africa. Bored soccer moms just need to get a life.
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Just another thing for someone to complain about. Someone has a problem with everything. I am also glad that hockey is back.
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Martha Burk is a blank'n blank. She needs to go away. Or deal with real women's issues like teen pregnancy or help rape victims.
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What frustrates me about this is the fact that women really *are* degraded and portrayed as purely sexual objects on television, and something probably *should* be done about much of it.

But this is not one of those cases.

There are countless references down through history showing or describing women helping a warrior don his armor. Illuminated manuscripts from the 13th century show European knights in this scene, and even earlier paintings depict Samurai warriors being aided by their wives as they prepare to ride into battle.

It is an archetypal image, and simply because one person in male and the other female, one should not infer that sex has anything to do with what is going on.

And as for complaining about violence, I'll have to go with the "never been to a hockey game" hypothesis.

In my opinion, going after commercials like this serves only to dilute the feminist message and to make all of them look bad because of just a few nut-jobs.
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In this Ms. Martha Burk states "The commercial is clearly selling sex and violence" I am assuming that Ms Burk has never been to a hockey game..

In the said commercial The woman helps him don his hockey garb as if he is going into battle.

It seems that Ms. Burk does not care for the compairision of a hockey game and going into battle.

Again I say, I am assuming that Ms. Burk has never been to a hockey game.
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I agree. Martha Burk is to television as Jack Thompson is to video games.
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Did you all ever come to think about that this all could well be set up? Like a big ad campaign? They got your attention, don't they?
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Well it's all the more reason to get fired up for the return of the NHL.
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First golf and then hockey.

What next Martha? Boycott the Cubs because Nomar is paid more than Mia?
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What a stupid lady
I was actually a extra in these commercials
I got paid $400 dollars
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Yeah, whatever. They're making a big deal out of nothing. All of them, not just that Burk person.
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There's always going to be things like this on TV. Deal with it mothers. If you don't want to watch or see it than just CHANGE THE CHANNEL. Find something better to do.
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Martha Burk is to television as Jack Thompson is to video games. They are both burdens and should be ignored if you want them to go away. This isn't the first time Burk has taken on television stating that women are disrespected, and it will probably not be the last.
I've personally seen the commercial and it's really good. It's good to see hockey back.
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who in the hell cares.... these people are desperate housewives lookin for yet another stupid item to complain about! seriously, they probably dont even watch hockey! get a job and quit complainin about pointless things that do NOTHING for society!
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Has she got nothing better to worry about?
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I mean heck maybe the commercial IS sexist (I haven't seen it), but I think the checks & balances of today's political incorrectness in television allow... sorry, lost my train of thought; I gotta get stoned after work.
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yup123, Nobody cares about how men are treated. I know, I see that crap you stated millions of times most shows I watch have men as idiots and beneath women. This won't change even with the fact it should.


Burk is an idiot out for attention. This little whiny woman won't go anywhere as most people don't agree with her or even care. She is a manhater and should be ignored. I find no fault in the ads.
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Sounds like a cool commercial.
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Burk tried this crap with the Masters golf tournament. She got nowhere then, and she'll get nowhere now.
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WHy would the target NBC, why not a network with money
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of course, no one raises a stink when there are a million commercials a day belittling mens' intelligence (Even DAD can do it!)
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