Hot & Hotter

March 22, 2007 - 7:20 PM by

The situation is heating up in these parts but not for reasons political.

Maxim, the self proclaimed “#1 men’s lifestyle magazine in the U.S. and the world” (circulation 2.5 million) will be heading to Israel next week for a photo shoot with Israeli models.

The nine-person Maxim team of photographers, hairstylists, make-up artists and reporter arrive for five days of photo shoots in Tel Aviv-Jaffa – hosted by Israel 21C and the Foreign Ministry.

This is a very very good thing, says David Saranga – Israel’s public affairs and media consul in New York. Because the biggest gap in perception versus reality vis a vis Israel is with 18-35-year-old males.

“Israel does not seem relevant for them and that is bad for branding,” he said. “In order to change their perception of Israel as only a land of conflict we want to present to them an Israel that interests them”

And so apparently bikinis and skin are draw cards. Maxim is all about revealing spreads featuring scantily clad actresses, models, singers and “girls next door” alongside articles about sports, cars, movies, booze and relationships.

Who will the models be? Don’t know for sure. But as Saranga puts it, they are a lure to present Israel as a modern country with nice beaches and pretty women. “Many Americans don’t even know we have beaches,” Saranga said.

Shucky darn. My feminist side will now quell itself in the backseat.

Tags: • Category: A New Reality, History and Culture, Life 

Comments

3 Comments on Hot & Hotter

  1. Alex on Sun, Jul 22nd 2007 3:33 PM

    2. Damn! It took you schmucks this long to realize that sex sells.

  2. Stephanie on Sun, Jul 22nd 2007 3:39 PM

    3. Alex, honey, we’ve known it all along…it’s called “keeping things under wraps” and “timing is everything”…

  3. My Day with Maxim (Part I) | Benji Lovitt on Mon, Mar 21st 2011 10:32 AM

    4. [...] If you hadn’t heard, several employees of Maxim Magazine headed to Israel this week for a photo shoot of Israeli models, all in the name of a new kind of Israeli hasbara (talking points: OUT; curvy women: IN! IN! IN!) Sponsored by Israel21C and Israel’s Foreign Ministry, this yet-to-be released issue threatens to either to generate no more waves than the average issue of Maxim, or cause the Jewish Agency and Nefesh B’Nefesh to dance in the streets due to the biggest aliyah since Russia opened its doors in the early 90s. I can just imagine this conversation: [...]

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