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David Alexander Dr. Carson Medley Men don’t want to look at naked men, or so the Danish undergarment company JBS believes. The clothing company released a series of controversial advertisements that garner sales profit and name recognition, while simultaneously degrading and complimenting women. The advertisements depict scenes of cliché male environments replaced with thin, tan, large breasted women wearing men’s underwear. A notable picture ad includes a woman in football padding holding a helmet wearing JBS men’s boxers. This advertisement breaks stereotypes and offends homosexuals and women in the name of selling underwear. The JBS clothing company is a family owned and ran company established in 1939 by Jens Berg Sorensen. The company started to boom when Sorensen met shrewd American businessmen who showed him how to cut his prices but almost 30 percent. JBS is the self-proclaimed largest seller of undergarments in Denmark and has a history of tailoring its product needs to that of the consumer. Throughout their 69 years of industry experience, JBS had conducted business according to four strict values:
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This note was uploaded on 04/13/2008 for the course ENG 134 taught by Professor Kirk during the Winter '06 term at Cal Poly.

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