Women blast 'sexist' billboard

A national organisation representing women in the high-tech sector has hit out at a 'sexist' advertisement by a software company.

Members of the organisation, GraceNet, want the advertisement by Santa Clara firm e*ECAD withdrawn.

The poster features three women to illustrate e*ECAD's payment options for its software: a prostitute (hourly), girlfriend (term) and bride (perpetual).

GraceNet has bestowed its 'DisGraceful Award in Advertising' on the campaign, calling it sexist and offensive to women.

A GraceNet spokeswoman said that the advertisement, which can be seen by people throughout Silicon Valley, would attract negative attention to women working in IT.

"We're managers, programmers, CEOs and executives - and these ads didn't acknowledge us," she said.

GraceNet created the DisGraceful Award two years ago to bring attention and shame to companies it believes have exploited women in their ads. Since then, the group has criticised more than a dozen adverts.

The group has had some success in getting its anti-sexist message across to Silicon Valley companies.

Last year, the chief executive of InfoUSA.com pulled a controversial ad that depicted a dominatrix with a whip to sell the company's database product. It also fired the entire marketing team responsible for creating the ad.

At least one other company has also pulled an ad after being criticised by GraceNet.

A spokesman for e*ECAD said the company had no comment.