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Bikini Clad Israeli Defense Forces Soldiers+Maxim Magazine = Israel’s New Propaganda Campaign

on June 21, 2007
Category: Feminism

Also, check me at: kameelahwrites


The invite to a party in Manhattan thrown by Maxim and Israel’s Consulate.
A photo of former Miss Israel Gal Gadot. This I remind you is a FORMAL invitation.

Israel, the country’s government wants you to know, is not just about wars, occupation and suicide bombings. There are women here, too, and some of them are as hot as the conflict zone they live in. read more

I honestly should be asleep, but could not pass up the opportunity to write about this. So, if I could not already be more disgusted by the propaganda ventures of Israel, they hit me with another one: using bikini clad former soldiers to promote a positive image of Israel abroad to the 18-38 male demographic. And who better to help in this project than Maxim magazine, an international men’s magazine that carries the tag line “Hot Girls, Sex, Sports…” The logic follows:

* Problem: “Israel’s image among men aged 18-38 is lacking,” an Israeli official noticed, according to Israeli Insider.
* Solution: Form an alliance with the magazine that rules that demographic, Maxim. read more

According to a Guardian article entitled “Women soldiers in their underwear: Israel’s image boost,” David Dorfman, an adviser at the consulate in New York, told the Associated Press: ”

Males that age have no feeling towards Israel one way or another, and we view that as a problem, so we came up with an idea that would be appealing to them.”

David Saranga, the consul for media and public affairs at the Israeli consulate in New York came up with the idea after looking over poll numbers that showed his country was not particularly well regarded in the United States, especially among the 18 to 35 crowd. Apparently, the Jewish state was perceived as “too religious and too militaristic for the tastes of most.” What better way to soften up this image than bikini clad women and sunny landscapes.

Maxim stated that “We are pleased with the result of our work together,” and produced a spread featuring four former soldiers photographed in their underwear in various locations throughout Tel Aviv. One of the women, Yarden talks about how she “enjoyed firing her M16 rifle before she entered the military intelligence corps.”

Maxim initially refused, but was swayed when provided with photos of 12 of Israel’s top models and two lobby groups, the American-Israel Friendship League and Israel21c, offered to subsidize the cost of flying a camera crew to Tel Aviv for three days of photography. While the magazine was in Israel, flights, hotel rooms, a bus and a tour guide were all paid for.

Not everyone is excited about the unholy tourist promotion alliance–especially Colette Avital, the first woman to seek Israel’s presidency last week. She said “This pornographic campaign sponsored by the Foreign and Tourism Ministries is an outrage.” Avital has already approached Knesset Speaker Dalia Itzik and demanded an urgent meeting be called to discuss the campaign which Israel’s Tourism Minister Yitzhak Aharonovich said the ministry has no connection to.

She additionally argued that

“Israel’s image has been tainted by sex-scandals involving high-ranking officials as it is. I wonder if the best way to encourage tourism is by advertising sex.”

Seconding Avital’s feelings is MK Zahava Gal-On who has said:

“It’s unfortunate that the Israeli consulate chose to emphasize Israel’s relevance with a portrait of a half-naked woman, instead of with one of women of substance and accomplishments.”

Ambassador Arye Mekel, consul-general of Israel in New York, has responded:

The pictures aren’t anything you wouldn’t see at a pool or a beach. Israel is always mentioned in the context of wars and violence. We want to show there is a normal life. Among the beautiful things we have are our women. We came there from 120 countries. Anytime you have a mix from any continents, you get very beautiful people. We don’t see having beautiful women as a problem. read more

Despite all the accusations, one of the models, Tali Handel, a former air force sergeant, believes that “this particular bit of bikini modeling draws from the same spirit as the original Israeli settlers.” She even said that it is “an act of Zionism.”

Handel further states that “[t]he fact that I can represent this country makes me very proud” and expects that the article will be “serious”–serious enough to encourage young Jewish males living in the United States to consider moving to Israel.

She finishes it off with saying:

I don’t see anything negative about it. Nothing else brings [people] here, not Jerusalem, not the beautiful nature. People are not interested. So, I think it’s okay to use something else to bring them.

Irrespective of the complaints, the “Women of the Israeli Defense Force” is due to drop in July on the tail of earlier accusations of using sex to sell Israel.

According to the Guardian article, the Maxim project the first time Israel has use sex to sell itself. The Israeli ministry of tourism has an advertising contract with Arsenal FC to promote Israel which features women in swimsuits.

Allegations of sex tourism were lodged earlier this year when it was announced that Hooters restaurant chain would be opening its first Israeli branch on the Tel Aviv beach fron later this year.

The Israeli government has taken the propaganda project to a new level with a MySpace page to promote its image and tourism.

I am looking forward to see what is next.

All of the outrage is hinged on a critique of objectifying women and the promotion of sex tourism. I believe that these are valid concerns and sites of organic outrage. However, what is more troubling about this situation is the way in which sex is being used not to promote tourism, but to promote and legitimize Zionism, as well as obscure the realities of Israeli subjugation, apartheid and colonialism. This is a propaganda project to rebrand Israel to shed a positive light on a very negative and destructive situation–a tits and ass diversion. So before Avital and Gal-On get on their high horses about feminism and the sexual exploitation of women, they should take a moment to examine how they reify other forms of exploitation. But, shhhhh! we cannot talk about that.

Update!

Former Miss Israel Gal Gadot, in New York yesterday, defends the photo shoot that her nation’s consulate reprinted on the invitation. She argued that she was just using her “assets” to improve Israel’s war-torn image and did not intend to offend anyone.

She had this to say:

“Everyone is entitled to their own opinion. Israel is a democracy and that’s what it’s all about.”

I cannot even get started on how Israel is NOT a democracy.

“I’m not involved in politics, I leave that to the politicians.”

When you agree to a do a photo spread that tries to mythologize Israel and distract the public from ghastly realities then you have involved yourself in politics.

And Israeli Consul-General Arye Mekel had this to say:

“This is the first time we used the word ’shoot’ in connection to Israel and we’re not talking about killing people.”

Wow.

It is definitely bed time.







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