Gender inequality has long become the torn in advertising, but many choose to suck it in due to the fear of being marked as shallow minded. What good will it bring to advertising if women are offended by the way advertisers twist and misuse or I shall say insult their gender?
Writer, Kathryn Perera has voiced out her anger over this sexism matter. She quoted “From now on, whenever an ad makes me feel insulted, angry or intimidated on grounds of sex, I'm going to make a further complaint. We have the power as consumers to tackle the ASA on its interpretation of the codes regarding images that are sexist and/or derogatory towards women. We have the power to define perceptions of what amounts to "the prevailing standards" of our society.”
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Women are portrayed as sex roles to fulfill men’s desire not only in pornography but also in the world of advertising. It is unethical to have women seen as a sex tool and the weaker gender, which may seem too explicit to some thus lead to a boycott.
According to Hans Laven, “advertisements should not portray people in a manner which, taking into account generally prevailing community standards, is reasonably likely to cause serious or widespread offence on the grounds of their gender; race; colour; ethnic or national origin; age; cultural, religious, political or ethical belief; sexual orientation; marital status; family status; education; disability; occupational or employment status.” (Hans Laven)
According to Hans Laven, “advertisements should not portray people in a manner which, taking into account generally prevailing community standards, is reasonably likely to cause serious or widespread offence on the grounds of their gender; race; colour; ethnic or national origin; age; cultural, religious, political or ethical belief; sexual orientation; marital status; family status; education; disability; occupational or employment status.” (Hans Laven)
Well some may say, advertising is supposed to be a mean of insecurity, so somewhat, somewhere, someone will come into the way and sell solution. Sexism in advertising happens to both sexes but it has become such an explicit issue when it comes to women because women symbolize beauty. Women are so sacred and have such high value thus when they are put down, the fall is greater.
Writer, Cowie once said “It is in the development of new or different definitions and understandings of what men and women are and their roles in society which produces readings of images as sexist.” (Cowie, 1977)
Writer, Cowie once said “It is in the development of new or different definitions and understandings of what men and women are and their roles in society which produces readings of images as sexist.” (Cowie, 1977)
Speaking from my personal point of view, I strongly believe that advertising is a very subjective matter. It never satisfies anyone. Men are seen as a gender that has nothing to lose, and women are seen as otherwise. If advertising could stop putting women on the lower ground, be it as sexual medium or the weaker gender that would be great because offending groups of people in advertising is very unethical. You don’t need to offend people to sell products.
REFERENCES
Perera, Kathryn, 2010, ‘Time to kick sexism out of advertising’, viewed 14 Nov 2010, <http://www.guardian.co.uk/commentisfree/2010/jun/29/kick-sexism-out-of-advertising>
Laven, H, 2008, ‘Sexist ALAC Advertisements’, viewed 14 Nov 2010, <http://menz.org.nz/2008/sexist-alac-advertisements/>
Cowie, 1977, ‘Sex Roles Portrayals of Women in Advertising’, viewed 14 Nov 2010, <http://www.allbusiness.com/marketing-advertising/advertising/114611-1.html>
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