A storm in a C-cup over Axe advert

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A coffee cup with a photo of a pair of breasts in a low-cut bra has caused outrage at the University of Cape Town (UCT), the Cape Times reported on Tuesday.

The cups were used by a coffee shop on campus for about 10 days and emblazoned with slogans like: "Got Milk?", "Caution: Hot Coffee" and "No motorboating".

The cups, which were advertising Axe deodorant, were removed after staff and students complained that they were an insult to women.

UCT student Olivia Walton commented that it was unacceptable for the university to allow female body parts to be used to sell products.

"I am not saying that it is the cause of the violence meted out to South African women every day. To say that would be too forgiving, too simple," she wrote in an opinion piece for the Cape Times.

"What I am saying is that for Africa's best university to be complicit in the abuse of the female body for the sake of profit is archaic, absurd and unacceptable."

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