How to stop sexism in advertising
Every day we meet the same people, walk the same streets, see the same advertising. The most creative ads attract our attention. This morning creativeness got out of the limits.
A sexy woman dressed in very open, transparent and tight clothes was looking at pedestrians from the billboard. To the right from this image was a slogan: “Every third is for free”. You’ll never guess what was advertised. Ceramic tiles.
This is just one example of how we are imposed on a subconscious level, to the image of women without rights, who can be purchased as a product or used as household appliances. I can understand when a beautiful woman’s body is used to promote some lingerie or swimming suits. But ceramic tile?
From the other side, sexual advertising can be offensive for men as well. It’s a little bit humiliating that you are considered as an animal driven only by instincts, and more humiliating for the seller if this is the only way to attract attention to his product.
I must admit that such cases in Ukraine I meet less and less. Even Standards of advertising free from gender discrimination http://www.uam.in.ua/gkr/eng/standarts/ were developed and signed by main advertising unions. About one month ago I’ve read that some group of active people made monitoring of advertisements in my city Simferopol (it’s not a big city, about 300 000 people) and found two cases of sexist ad. They sent complaints to controlling bodies and one ad disappeared, and ladies on the other received decent t-shirts with the help of photoshop magic. Inspired by this initiative I’ve send my complaint to the Ukrainian Industrial Gender Committee on Advertising http://www.uam.in.ua/gkr/eng/tasks/.
Writing complaints makes changes. Every 4 from 5 advertisements from complaints are recognized as sexist. Another way to fight against offensive advertisement is to refuse to buy these products or services.
And how is the situation about sexism in advertising in your country?