There have been few front page photos more depressing recently than that in today’s Telegraaf – a production line of girls in bikinis queuing up to pose provocatively for a photographer working on shots for the 2007 Axe deodorant calendar.

In total, 365 girls (one for every day of the year) lined up for the privilege of being a pin-up. Hands on hips, chest out and that’s your 24-hours of fame – one page in a calendar promoting chemicals to keep teenage boys’ armpits sweet. They were all perfectly nice looking girls and, the Telegraaf tells us, the atmosphere was very jolly. After all, to be popular these days, girls musn’t mind exposing acres of flesh on every occasion: jeans cut so low you wonder how they stay up, cropped tops and plunge necklines. And why wouldn’t they? Today’s music videos could easily pass as straight porn and 12-year-old girls are quite happy to to sing along to pop songs urging boys to ‘Loosen up my buttons baby’. They even think ‘pimping’ means making your car look better. So why wouldn’t they think it was perfectly normal to pose for a bikini calendar? And then to get on the front page of the Telegraaf as well! It’s enough to make you force your daughter into a burqa…