Well I'm happy to give an answer to this : yes it is. I would not say hurtfull, rather uncomfortable.
If you are on a booth like that, your (dominantly male) colleagues are continuously commenting the booth babes tits and asses, and no sensible word is still coming out of their mouth. In the mean time I forgive them, since they can't help it, everyone has his or her limitations, my colleagues brains can't handle a broad spectrum of information, they tend to focus best on only one thing. So be it. And on normal day to day work, they are great colleagues to work with and I really can count on them.
What is a more indirect result of this innocent way of marketing, is that if you as a female colleague are at a booth, being it as visitor, either as a professional member of the technical staff, you either have to prove every minute again that you are not a booth babe, either they expect you to be one.
I once had the suggestions by one of our sales to wear high heels and short skirt, together with my marketing colleague. Have any of you guys already been to an exhibition wearing high heels ? It is really worth the try, it will give you a complete new experience in 7 ways to torture your feet in 1 day.
On the other hand, when I walk as a visitor together with my colleague, and I start asking questions on a product that interests me, the (usually male exhibitor) either ignores me, or answers my question to my colleague, avoiding eye-contact. Untill after half an hour, finally the idea rises that I might be the decision maker.
These attitiudes I consider more sexistic then having a few booth babes on a booth.
But the one influences the other. The booth babes make it harder for professional AND goodlooking women to do their job and feel respected. And the underrepresentation of women make it possible to still state us as a rarity that is only present on the exhibitions for entertainment.
And indeed, I fully agree with John, and can confirm this :
This whole sexistic atmosphere has already driven a lot of excellent female colleagues, either in marketing or in engineering away from the business, losing a lot of brains and innovative high-tec ideas.
But I don't think the sector is already mature to see this and adapt their mindset.
I usually sign my posts with my name, but since I had to struggle whole my carreer with these issues, I want to avoid comments and gossip by some less mature colleagues, who unfortunately are still in the majority.
John, I really thank you for takling this subject and the other contributors to join the discussion.
I really didn't know some men do also take offense to it.