NEW YORK — Controversy in advertising is chic again — from Marc Jacobs to Bud Lite.

In recent seasons, sobriety has swept the advertising landscape after a Nineties of sexually aggressive nudes, porno-chic and sadomasochistic images. Now provocation has returned to fashion with Marc Jacobs serving up Winona Ryder, who was recently found guilty of shoplifting from Saks Fifth Avenue, and Tom Ford (being Tom Ford) shaving out a"G" in a woman’s pubic area for his Gucci campaign, or a male model spanking a female one in another Gucci ad. Not to mention all those TV ads outside of fashion that continue to push the edge of taste — like the dueling buxom babes in bras and panties in the Bud Lite commercial, which some groups have labeled, not surprisingly, sexist.

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