Eco Objectification.

Via on Jul 21, 2009

eco naked danielle lloyd

GREEN + SEX = ECO OBJECTIFICATION.

You know “Eco-Responsibility” has made it into the Mainstream when various disreputable industries, like UK’s Page 6, start taking advantage of it, grabbing for its coattails.

IT’S GREENWASHING VS. FEMINISM.

We’ve heard of “greenwashing”—when words like “natural” or “reyclable” or “biodegradable” and images of trees and leaves are used to sell a product that is not, in fact, particularly “eco.” Now, the marketing craze for all things “green” has hit the mainstream British tabloids with these controversial images of an ivy-covered (barely) model representing a green-built music club. elephantjournal.com calls the play: fair or foul?

When an “Eco Club,” Club4Climate, employs a model (Danielle Lloyd, below) to strip to within a few strands of ivy a case of

1. “Whatever works to convert the masses!”, or

2. Bullshit: greenwashing—pretending to be green so folks will be convinced to come to your club and spend green—and if that doesn’t work, “sex/objectification sells?”

Whatever it is, it’s blogworthy in this sad, hungry, vapid, speedy world. Why? Because while only a few people wanna read about local food vs. agribusiness, say, everybody likes to click at softcore (eco) porn.

And the cosmic joke is, that may not be a bad thing: for those who click most on posts like this are generally those who didn’t know they cared about “green” to begin with. And, ala the frat boys who tune into Jon Stewart and wind up learning more than they thought they cared about politics, who knows what form wakefulness might take in this hazy, crazy new media wwwworld.

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Danielle Lloyd Gets Naked for Eco-Friendly Club » Danielle Lloyd naked and covered in ivy in the latest issue of Zoo Weekly Magazine 6

About elephant journal

elephant journal is dedicated to "bringing together those working (and playing) to create enlightened society." We're about anything that helps us to live a good life that's also good for others, and our planet. >>> Founded as a print magazine in 2002, we went national in 2005 and then (because mainstream magazine distribution is wildly inefficient from an eco-responsible point of view) transitioned online in 2009. >>> elephant's been named to 30 top new media lists, and was voted #1 in the US on twitter's Shorty Awards for #green content...two years running. >>> Get involved: > Subscribe to our free Best of the Week e-newsletter. > Follow us on Twitter Fan us on Facebook. > Write: send article or query. > Advertise. > Pay for what you read, help indie journalism survive and thrive. Questions? info elephantjournal com

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25 Responses to “Eco Objectification.”

  1. admirerofemily says:

    Actually, elephantjournal – not EVERYBODY does want to look at soft porn. Speak for yourself.

    • elephant journal elephantjournal says:

      Oh, jeez, I was making wordplay with "every" and "body"…but guess you forgot humor in Feminism 101. Let's get this straight: I agree with you, and your public, charming/insulting call-out tweet:

      @elephantjournal How is soft (eco) porn (your words) mindful? Or SFW? Saw you on mnn. Not impressed. <a linkindex="100" href="http://tinyurl.com/llq5c4&quot; target="_blank"&gt <a href="http://;http://tinyurl.com/llq5c4” target=”_blank”>;http://tinyurl.com/llq5c4

      My reply: @admirerfemily Thx! Don't think it's "mindful"—it's "Eco objectification," as I said. It's weak attmpt2use "green." <a linkindex="101" href="http://bit.ly/9bGDI&quot; target="_blank"&gt <a href="http://;http://bit.ly/9bGDI” target=”_blank”>;http://bit.ly/9bGDI

      The above photos are a simple, stupid…and effective use of "green" and "sex," a rare combination, to publicize this Club4Climate dealy. It is objectification, you're right. It is unhealthy for women and men, boys and girls—and it's effective because, whatever you say, some great percentage of "everybody" wants to buy Zoo Magazine and look at blond models with big, fake-ish boobs.

      That said, "everybody" can keep a sense of humor, and be aware of and comment on such tactics. Commenting with some sense of wisdom, or at least humor is what we can fight such silliness with. And it's hard to comment if I can't show what I'm commenting about.

      In any case, as a single-mom-raised heterosexual and feminist-loving male, I don't find the above scintillating in the least. An empowered, natural, independent real woman would trump Danielle and her Ivy every time.

  2. You Tweet: @elephantjournal Sex objectification is always tacky/silly/unhealthy, even if it's "Green" http://bit.ly/9bGDI

    Yet interesting that you chose to post so many photos from the campaign on this post, Way. Just being a good journalist?

    ~ HMP

    • elephant journal elephantjournal says:

      Thanks for backing me up, here, my friend. I think it is silly, as I say. You don't know the enemy—appropriation of green, or sexual objectification—unless you see your enemy. I'll leave the censorship to you..!

  3. cde says:

    Ojectification always sux, even when you repeat it here with mulitple reposted photos. You are being part of the problem.

  4. Lindz says:

    These photos are nothing new. Right, they are objectifying…but given their "green" spin, reposting them in this context opens up an opportunity for dialogue–one that is smart and should be thoughtful.

    The eco movement is about empowering the masses to live mindfully. While objectification of this sort seems on one hand inevitable given our culture's obsession with "sex sells," what is most disturbing to me is that the good in eco living is entirely lost in this sort of marketing.

    I agree the above is stupid and foolish. It's offensive to women, as well as to green pioneers.

  5. From twitterland:
    @greenmodernkits: RT @TwilightEarth: Agree with you, @elephantjournal: Sex objectification is tacky/silly/unhealthy, even if it's Green http://bit.ly/9bGDI

    @GreenSmith @elephantjournal And yet we look anyway…

    @elephantjournal: nothing wrong with looking. It's what we do next that matters. "Can not know the enemy unless see the enemy."

  6. Anna says:

    totally hot, her choice to pose with vines. I like vines. America has serious issues with sex and the human body. RELAX people!

  7. swati jr* says:

    *yawn*

    …..you know what would be even MORE eco? a nude model who didn't have silicone in her chest. it would also take less ivy to "cover" her……

  8. Crab Rangoon says:

    Actually when I think of Eco Porn I think of images where large mossy trees are rubbing together in the forest. Or perhaps some antelopes doing their thing – but certainly not what you posted. No people at all actually. Maybe some nice closeups of some shrubs in "compromising" positions, say at the edge of a cliff. The Planet Earth series is sort of like that. Really well filmed, high def, slow motion – of an ice flow. Or sharks eating seals, leaping in mid air. Oh yea! Instead we get naked people with some leaves stuck to them. That is so Adam and Eve! Thanks.

  9. Andy says:

    Objectification? Who cares? Who doesn't like to look at naked women? If there is a good message attached to that fine ass, that's great! Boobies for life!

  10. musthafacochin says:

    i am doing research aon eco ethiocs

  11. Paulo says:

    I read the article as a tongue in cheek (no pun) report about the use of sex to sell eco issues. Seems to me that the masters at this are PETA, everything from ketchup to lettuce leaves.

    Loosen up people. Political correctness is such a buzz kill especially when linked up with puritanism.

  12. Mari says:

    This ad is to support a supposed eco friendly and “green” club, but there’s nothing natural about the women they chose to model for it! Aside from their obviously fake breasts, their faces look surgically tampered with and they have hair extensions. Will their bodies even decompose when they die??
    If you’re going to go out of your way to build a green nightclub, go with the green concept all the way to the end. If you insist on exploiting a woman in your campaign then at least get a hot natural woman to strip down and wrap in a vine of ivy (also fake, btw). Frankly, this add makes me question that the club is green or eco friendly at all.

  13. pauloone says:

    I love how every attractive woman "obviously" has fake breasts.

    • elephant journal elephantjournal says:

      Not sure what you're responding to, but personally I'm not attracted to fake.

      • pauloone says:

        It just appears to be the case that anytime an attractive woman appears in any context, the immediate response is to accuse her of having fake breasts. Exactly what does that point have to do with anything that is being discussed.

  14. elephant journal elephantjournal says:

    Maybe with Brit-ish frat boys.

    The only cause the above probably really helps is to get folks to that club, and folks to buy that paper. And, er, now, to click this article.

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