Ethics, Advertising, and speaking with your dollars?

I was browsing one of my internet haunts this morning (and I'm posting post-ShinyToyGuns concert and pre-coffee, so pardon my rambling), and I ran across this:


It's part of a new Pepsi ad campaign, and people were pretty up in arms about the implications of the ad. I'm rather appalled myself, and I'm forced to wonder how this was able to make it through all the approvals and disapprovals and focus groups that a print ad campaign for a multi-national corporation goes through. For me, that was more telling of the "rape culture" that the blog discusses than the image.

I'm not entirely sure where I'm going with this, other than trying to figure out how to handle situations where it's my ethics on the line. (and wondering if I'm maybe over reacting a little by being offended)