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.
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
"A form of pornography"Read more
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.
It’s safe to say that our expectations for 2018 were low.Read more
Collective Shout campaigns manager Caitlin Roper spoke with Dave Pellowe this week about our campaign against Honey Birdette and how the sexual exploitation of women by companies like Honey Birdette has real-world consequences for women and girls.Read more
Collective Shout quoted in 10 Daily article
10 daily forwarded several photographs of Australian Instagram models aged between nine and 15 to Collective Shout. It's a grassroots campaigns movement against the objectification of women and the sexualisation of girls.
“I searched for a couple of images and found them on porn sites. It’s likely the majority of them are on porn sites and others are in a chat room with inappropriate sexual comments about a primary school aged girl,” campaigns manager Caitlin Roper said.
10 daily has viewed and can confirm that these images were shared on a porn site and other chat rooms.
But who should be held accountable for where these pictures are ending up?
Michael Murchie was the man behind the camera for at least one of the child photos Roper found a porn site. He told 10 daily all clothing in his shoots belong to the models.
When questioned about the age-appropriateness of the photos of teen and pre-teen girls such as the images above, Murchie said:
“I never take revealing photos of minors. I merely take the photos requested of me by the clients, their parents."
But Roper doesn't buy it.
“Is that an excuse? If a parent wants to exploit their kids then its OK from a photographer to make money from it?”
Girls and women's advocate Roper said modelling decision being made by parents could be damaging to their children in years to come.
“Do they not understand the implications for their child or do they not care? Is it about fame ahead of their child’s rights and safety?”
Read the full article at 10 Daily
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[UPDATED] Lakeside Shopping Centre at Joondalup made the decision to blackout Honey Birdette's window advertising for the Santa parade. We welcome this move, but why doesn't Lakeside act in the best interests of children every day? Sexualisation harms children all year round.Read more
With no enforcement laws in place, South Australians can expect to see this van again
Wicked Camper Van with South Australian registration S 388 BSU with the words “if you want to toughen up grow a vagina - those things can really take a pounding” on the rear of the vehicle.Read more