is definitely an uprising issue for concern. More and more people have joined in the fight of banning gender stereotypes now more than ever. And it’s GREAT!
The representation of both
genders have massively taken a hit from advertising
don’t get me wrong. However, men were not the victims of sexism
in ads throughout the historical, and recent years. It doesn’t go un-noticed
that women still suffer from sexism on a daily basis
, whether it be micro aggressive forms of sexism, cat calling, belittling
, etc. Or outright discrimination and inequality.
Therefore, for this post, I will be discussing the struggles women face
due to sexism in advertising (don’t worry there will be another for men… EQUALITY!
It is massively important
that everyone feels accepted, fairly represented
(in the media) fairly treated and not discriminated against. However
this unfortunately isn’t the case, especially in advertising.
There have recently been some movements of prgress in the advertising industry
resulting in some ads being banned
, and many others called into the limelight and interrogated
for their misrepresentations.
BBC Watchdog Cracks Down on Gender Stereotypes << MUST READ!
Women are often represented as being hypersexualised
for the attention of men, domesticated
and doing the sole maintenance of the house, or have unrealistic body expectations.
This is incorrect, demeaning, and can destroy
self-confidence. Ultimately creating a generation
of disheartened, disempowered
This is damaging
for women who suffer from the self-fulfilling prophecy
as they are
surrounded by these adverts depicting messages of what they believe they should do or be like. And creating a false ideology
of what a woman ‘should be’
would only result in some women feeling like they will never be good enough if they aren’t domestic, have the perfect body or don’t see themselves as the typical ‘sexy’.
Here are 3 ads, which will each demonstrate
- the domestic stereotype
- the hypersexualised/objectification stereotype
- the unrealistic body expectations for women
Evidently, you can see from previous adverts sexism was a lot less subtle
than today’s standards. However, sexism has not been totally ruled out
of advertising just yet. It’s less of “women are below men” and more of “women need to look nice”. It’s more of a bad stereotype
really. Below are some ads that I will collectively put into a slideshow which have been very recent
and been called out on their subtle or not-so-subtle
Let me know your thoughts are on this topic!