General Pants has a long history of using sexist and sexually objectifying advertising to sell its merchandise. Their latest ad campaign, in store windows across the country, shows that nothing much has changed.
This is not the first time General Pants has sexually objectified women, or used topless women to promote their products. The youth retailer first came to our attention after featuring pole dancers in their shop window display in Melbourne's Bourke Street store.
In 2011, General Pants management instructed underage staff to wear “I love sex” badges that made them feel embarrassed and uncomfortable.
General Pants then displayed large images of topless women being stripped from behind by an unseen man. Some of these images were framed as large keyholes to suggest the women were being spied on.
A short time later, a supporter alerted us to the store’s change room wallpaper, featuring an array of images advertising pornography and prostitution.
In 2014, General Pants window displays featured sexualised images of young, bikini clad women in the bath alongside the slogan ‘Wet Dreams’.
In 2016, their advertising featured topless and semi-naked women alongside fully clothed men.
The research is clear- exposure to these sort of everyday sexualised images of women has a range of negative impacts, including greater body dissatisfaction and self-objectification in women, greater support of sexist beliefs and a greater tolerance of violence against women, as well as leading both men and women to have a diminished view of women’s competence, morality and humanity.
The ongoing sexualising and objectifying treatment of women by companies like General Pants contributes to real-world harms for women and girls- why is this advertising still permitted?
Ad industry self-regulation in Australia is a failure. In the lead up to the election, we are calling on supporters to contact their local candidates and ask them to support a new regulatory regime to ensure public spaces are free from sexualised and sexually objectifying images that harm women and children.
This Wicked Campervan was spotted in Brisbane last week with Victorian licence plates:
(pic: Boycott Wicked Campers Facebook)
Under existing laws, there is nothing to prevent this. Even when Ad Standards upholds complaints- as it has against Wicked Campers more than eighty times - they have no authority to enforce rulings, and there are no penalties for repeat offenders.
Collective Shout is calling for uniform laws across the country to deregister Wicked Campers if it does not abide Ad Standards rulings. Tasmania, ACT and Queensland have already passed these laws, but we still need MPs to enact similar legislation in Western Australia, New South Wales, Victoria and South Australia, where a private members bill by MP Katrine Hilydard has received overwhelming support.
Just last month, the federal Minister for Women Kelly O’Dwyer called for a national response against Wicked Campers’ “sexist, misogynist and offensive slogans”, writing to state and territory ministers seeking their urgent support.
Also in March, festival promoter Adrian Buckley announced that Wicked Campers would be banned from Wollombi music festival. We welcomed this news, and are calling on other music festivals to do the same.
Three years ago we reported on the extreme amount of hypersexualised imagery on display at Chadstone Shopping Centre. A popular hangout for teens after school, it was hard to walk from one end of the centre to the other without being exposed to the harmful ads.
A recent visit shows that not much has improved.
We know from two decades of research that "everyday exposure to this content are directly associated with a range of consequences, including higher levels of body dissatisfaction, greater self-objectification, greater support of sexist beliefs and of adversarial sexual beliefs, and greater tolerance of sexual violence toward women. Moreover, experimental exposure to this content leads both women and men to have a diminished view of women’s competence, morality, and humanity."
Grant Kelley, the CEO and Managing Director of Vicinity Centres, who owns Chadstone Shopping centre, was appointed a Male Champion of Change in 2018. One of their goals is "ending everyday sexism". They even have a whole 18 page document dedicated to it. So what exactly is Mr Kelley doing to ensure that this everyday sexism is stamped out of his shopping centre?
Contact Vicinity Centres CEO and Managing Director Grant Kelley via his LinkedIn here
Tweet Vicinity Centres here
Send them a message via Facebook here
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In previous years, sex shop Honey Birdette Christmas shopfront ad campaigns have typically featured Santa Claus. One depicted the beloved children’s icon on his back being straddled by a lingerie-clad model, another with him tugging at a model’s underwear, and another BDSM-themed scenario shows Santa bound and gagged alongside a model in red lingerie.
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The Panel noted that the advertisement was in the widow of shopping centres and considered that the relevant audience for this advertisement would be broad, and include children.
The Panel considered the second image. The Panel considered that the poses of the women in this advertisement were more sexualised, with the women holding each other as though they are about to kiss. The Panel noted that the bottom of the body suite worn by the woman who was standing was extremely high-cut and exposed a large amount of the woman’s groin area. The Panel considered that this in combination with the sexualised pose of the women was a highly-sexualised image which did not treat the issue of sex, sexuality and nudity with sensitivity to the relevant broad audience and that the advertisement did breach Section 2.4 of the Code.
Ad Industry self-regulation means they get away with it
"The advertiser has not provided a response to the Panel's determination"
Sign the petition to Westfield hereRead more