New research shows ad industry is trailing behind community expectations
Recently we celebrated a big win with Bauer Media Group's decision to can its People and Picture porn magazines. In a media statement Movement Director Melinda Tankard Reist commended Bauer Media for the move, stating that society has moved on from harmful, sexist portrayals of women.
New research has captured identical sentiment about harmful, sexist advertising: as a society we've moved on. The research paper titled 'Community responses to gender portrayals in advertising' is the collaborative work of RMIT and Women's Health Victoria. It shows that as a society we are cognisant of the harms of sexually objectifying portrayals of women in advertising and that we want better.
Study participants felt that ads portray men and women in ways that are 'out of step with contemporary society': Women are shown as homemakers, mothers or sex objects; men are portrayed in 'more action-oriented roles and associated with leadership and power'.
The following key findings were reported:
Participants felt that the impacts of these portrayals were particularly disempowering for women and contributed to the devaluing of women in society. Many suggested that advertisements that sexualise women or focus on women’s appearance had a negative impact on intimate relationships, body image, self-esteem and mental health. Several expressed concern that these portrayals could contribute to violence against women.
Apart from perceptions about harmful stereotypes in advertising, the research also examined community perceptions of the self-regulated advertising system, finding that 'people want more responsible advertising'. The study authors have urged the advertising industry to learn from others and get with the times:
The industry has acknowledged a need to review its code of ethics. That’s a start. But something else to learn from Britain to address sexist advertising is the value of a co-regulatory system that doesn’t leave the industry to set its own rules...It’s time for the industry to show it’s not living in the past.
Britain recently introduced broader restrictions on harmful sexist stereotypes in advertising. The ban is underpinned by a co-regulated system that enables enforcement.
We've been pointing out the flaws of the self-regulated ad industry for years. Lack of meaningful penalties for advertisers that breach the code, no powers within the system to enforce removal of ads that breach the code and reliance on community members to report suspected non-compliance are just a few. In our own submission to the Australian Association of National Advertisers (AANA) Code of Ethics review, we too urged the ad industry to take stock and end their complicity in the sexploitation of women and girls:
We believe the advertising industry in Australia must..take stock of its contribution to a culture that defines the value of women and girls by their sex appeal and that fosters tolerance for the abuse of women and girls. We believe that in the process of reviewing its Code of Ethics, the AANA must consider and implement measures that will uphold human rights as well as the community standard, procure a genuine sense of obligation from all advertisers in all advertising activity at all times and end advertisers’ complicity in the harm of women and girls.
Our comments and recommendations are aligned with research that shows society has changed. We see sexualised and sexually objectifying portrayals of women in advertising for what they are: factors contributing to the real-life harms of women and girls. It's time the ad industry did too.
Read the full research paper here.
UK's Advertising Standards Authority takes a stand against objectification of women. Time for Australia to do the same.
A clothing brand Missguided has been told by the UK's Advertising Standards Authority (ASA) to not use advertising that objectifies women in future campaigns.Read more
Advertisers, challenged with cutting through a cluttered marketing environment, sometimes aim to shock. Unfortunately while their aim may be to get their client noticed, our research shows they continue to glorify the violent exploitation of women.
This is despite increasing community support, matched by public policy efforts to counter violence against women.Read more
Originally published on The Conversation
Advertising and sex are two of the oldest professions in the world. Indeed, one of the earliest uses of advertising was to advertise sexual services; prostitutes in Ancient Greece carved ads into the soles of their sandals so that their footprints read: “Follow me”.
Sex and sexism, however, are different things. One is fun and most people do it at some time in their lives; the other is offensive and should never be done at all. But if recent events – from Eddie McGuire to Steve Price – are any indication, it seems sexism, like porn, is something you only know when you see it.
If you need to know how this plays out in advertising, the award-winning Game of Balls ad is sex-in-advertising. The Ultratune ads are sexism in advertising, as is the campaign using pre-teen models in sexualised poses to advertise dancewear.Read more
Marketing and advertising is often ruled by sex. We're told "Sex Sells." It's such a long accepted idea that it's almost expected. From Microsoft using it to sell their Xbox to perfume companies to sell fragrances. Sex is even used to sell pizza.
It's a short hand, a lazy marketing technique that says little while showing everything. It’s forced onto products that don’t need it, don’t work with it, and have nothing to do with it, as if the product is almost window dressing, and what they’re really selling is the woman posing on top of it.
But what if the old maxims are wrong? What if the photos of naked or half naked women, sexualized poses and titillation don't sell? What if the preconceptions of advertisers were wrong?Read more
Mad Pizza E Bar don’t have the best marketing. That’s the simplest way to put it. Largely because their approach to getting people through the door looks closer to porn than pizza. From the naked women on the walls of their establishment to the close ups of breasts on their menus to the soft-core posts plastered all over their Facebook page, they don’t seem to spend much time focusing on their product – it’s all about the women posing around it.
So what’s the problem? What’s wrong with using sexualised images in place of a marketing strategy? There’s a bunch of things.Read more
Update: Sign Petition to PETA
PETA is a not-for-profit organization that aims to establish and protect the rights of all animals. PETA's website states that it operates under these principles:
‘Animals are not ours to eat, wear, experiment on, use for entertainment, or abuse in any other way.’
PETA’s self-proclaimed commitment to the ethical treatment of animals is in direct contrast with their sexually exploitative treatment of women in their advertising.
It's 2016. Yet companies all over the world continue to push the toxic message that women are only valued for their sex appeal. We've spoken out about Calvin Klein before for their 'gang rape' billboards which thankfully at the time were ordered to be removed after complaints to the Advertising Standards Board.Read more
Well General Pants are under the spotlight again for yet another sexist ad campaign. General Pants are repeat offenders. We've highlighted them in our #CrossedOff blog every year since 2010.
There was the time they forced teenage staff to wear "I love sex" badges. The time they plastered their change rooms with images of pornography and prostitution advertisements. The time they used posters of a topless woman being stripped from behind. And who can forget their "Wet Dreams" promotion.Read more