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Pastimes : BEER

BUD 61.53

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Nov 28 9:30 AM EST

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To: Vendit™ who wrote (1254)	7/13/1999 12:43:00 PM
From: SIer formerly known as Joe B.	Read Replies (1) of 3689

Venezuelan court says beer ads promote infidelity Tuesday July 13 12:35 PM ET dailynews.yahoo.com CARACAS (Reuters) - Venezuela's Supreme Court has ordered the withdrawal of a series of beer advertisements urging drinkers to try ''the blonde'' and to ''dare with the other,'' arguing that they are sexist and encourage infidelity. The advertising campaign by been company Cerveceria Regional included television commercials and roadside billboards depicting a scantily-clad blonde woman who says ''I'm the other one. If you try me, you'll stay with me''. Regional has dubbed its beer ''the blonde'' and ''the other'' in an effort to distinguish itself from market leader Polar which controls about 80 percent of the Venezuelan beer market. But the court found the ads offensive. ''In the publicity messages of Regional one can easily detect the continual reference to infidelity as something positive or at least amusing,'' said the court ruling, published in El Universal newspaper Tuesday. The court said the advertisements were ''offensive to public morals given the numerous psychological incitement to depersonalize women and transform them into a sex object.'' The court ruling was unusual in a country which, although nominally Roman Catholic, is proud of its ''macho'' culture. Even presidents have openly had lovers who attended public engagements.

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