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Hard Copy

I'm not a feminist but ... She magazine has devoted its May Big Issue feature to the search for a new, positive image for that dirty Nineties word feminism. It asked three advertising agencies to devise a strategy to relaunch the concept. BDDH drew up a parody of a women's magazine questionnaire, while the Chelsea Partnership homed in on discrimination. In contrast, TBWA, whose recent campaign for Wonderbra caused considerable controversy, drew up the shock image shown below.

"Many people believe feminists are all terribly macho with very short haircuts and that, although they disapprove of men's behaviour, they still aspire to be like them," it says. She's editor, Linda Kelsey, says she felt uncertain about this ad, thinking it would offend more people than it would win over.