Say no to sexism ads!

Topic chosen: Issue 3: Advertising code of ethics, meaning, cultural/ situational context and representation.


Superficial, offensive, disturbing, discriminating and unethical, would be my words to describe advertisements involving sexism. Sexism in advertising has been around for the longest time we could possibly imagine. What is it that people seem to not get enough of this offensive genre of advertisements? Why are women constantly being taken advantage of in everyday advertisements? It appears that advertisements no longer having the objective to show their products, but rather portray gimmicks to sell their products (Sadiq, 1997). And often, women are being discriminated in advertisements.

Below are some examples of advertisements discriminating women from the 1960s to the present:

Image source: http://www.oddee.com/item_96674.aspx

Image source: http://www.oddee.com/item_96674.aspx

Image source: http://bullmurph.com/tag/sexist-ads/

Don't these advertisements occur to you to be offensive and direspectful? Most of the people probably come to accept or get use to seeing sexism content in advertisements. Some people may feel offended or intimidated but would not express their disapproval in anyway accept keeping it upon themselves. According to Kathryn Perera (2010), people are afraid that they might be accused of over-reaction if they ever voice out their concerns. Although sexism in advertisement may already seem like a norm to most people, that does not mean advertisements can still take advantages by portraying women in the most disrespectful way they can think of.

Good news that there is an organization called the Advertising Standards Agency (ASA) that acts as the independent regulator of the advertising industry in the United Kingdom. Not so good news is that the rules they enforces are written by the advertising industry itself (Perera, 2010). However, if consumers find any advertisements offensive, they can simply file complaints to the ASA. And if the organization finds the complaint reasonable, actions will then be taken.

In order to make our complaints about sexist and objectifying campaigns significant to the ASA, consumers have to come together and file more complaints. ASA will then take actions and formally judge those particular advertisements. Thus, we should use our power to influence change through activism (Perera, 2010). We shan't allow these offensive, sex discriminating advertisements to step in our way, or our sight any longer.

To conclude, consumers should bear in mind that we have the power to have our own judgment and make reasonable choices of our own. Say no to sexism ads! So, stand up, take actions and prove that sexism does not sell.

References:

Perera, K. (2010). Time To Kick Sexism Out of Advertising. Available: http://www.guardian.co.uk/commentisfree/2010/jun/29/kick-sexism-out-of-advertising#history-link-box#history-link-box. Last accessed 10th October 2010.

Sadiq, S. (1997). Racism and Sexism in Advertising. Available: http://www.deltacollege.edu/org/deltawinds/DWOnline97/racismandsexisminads.html. Last accessed 10th October 2010.