(Image Source: Hope Lingerie / New York Daily News)

BY JULIA CORDEROY

ANCHOR EMILY SPAIN

A new lingerie ad featuring Gisele Bundchen has some people fired up -- and it’s not her fans.
Brazil’s ministry for women wants the ad for Hope Lingerie taken off the air. Take a look...

BBC quotes the Ministry, explaining why they want it off the air.

“[The ad] reinforces the erroneous stereotyping of women as sex objects... [it] ignores the progress made in ending sexist practices. It also represents discrimination against women.”

Hope retorts, saying the ad was never meant to come across as sexist; it was meant to be funny. The Post Chronicle quotes the lingerie company as saying...

“The ad shows with good humor, that the natural sensuality of Brazilian women, which is known worldwide, can be an effective weapon when giving bad news.”

But a writer for The Guardian doesn’t think it is a laughing matter, especially when figures show 43% of Brazilian women have suffered from domestic violence.

“...my stomach churns when I think educated Brazilian men and women working for advertising agencies still feel the need to portray our women as being dependent or fearful of their husbands, giving them a ‘good-humoured’ solution to avoid a bollocking.”

But according to CBS, Brazilian women themselves haven’t been offended by the ads. The network hit the streets to interview the ladies...

“...this Brazilian analyst tells us the ad is super smart, that’s how things work -- we women have to use all we got. While another woman, an accountant, agreed saying 'I didn’t feel offended because in a couple’s relationship that’s how things work.'”

This isn’t the first time Brazil’s Ministry for Women has protested a TV advertisement. In 2010, they secured a ban of a beer ad featuring Paris Hilton.