A new Texas airline, flying out of Dallas’s Love Field, was in a precarious financial posture. A campaign was mounted to sell itself as “the airline personification of feminine youth and vitality.” In commercials, its customers, who were primarily businessmen, were promised “in-flight love,” including “love potions” (cocktails), “love bites” (toasted almonds), and a ticketing process (labeled a “quickie machine”) that delivered “instant gratification.” A male was denied a job with the airline because of his sex. He filed a Title VII action. The airline argued that attractive females were necessary to maintain its public image under the “love campaign,” a marketing approach that the company claimed had been responsible for its improved financial condition. Decide. Explain.
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