Sexism and Publicity

old-spice
Woman had been always discriminated in every single field of work. There is no exception in the field of advertising. A public field like this, which is everywhere, around everybody all the time, has discrimination inside of it as it is common in the actual world. We are living in a world ruled by men and because of this advertising is focused on capturing the attention of men.
But leaving all of this behind, why are woman changing all the time and trying to improve their situation and advertising is still the same?
How can we recognize a sexist advertisement?
There are some indications that could make us realize that we are watching a sexist advertisement.
The first one could be the invisibility of the woman, publicity is always more focused on man, the product could be for two genres but the advertisement is centred only on the man.
The second one could be more obvious because in these cases the message of the advertisement goes against the woman directly, and assault her.
Inside of this category we could find other examples such as:
1- The man always takes decisions, and the woman is in the background waiting for her man to take the correct decision because she cannot for being a woman.
2- The woman does not work because she has a husband, a boyfriend, a father or someone who does this instead of her. She just stays at home waiting for her man.
3- The woman is always at home and her work is being a mother and being a housewife.
4- The work that woman make at home is less important than the one which the man does in his workstation.
Then we can find the kind of advertisement where the woman is always so cute, so feminine and so sweet or she is very gossip, jealous, annoying and very bossy, because all these qualities are only associated to woman not to men.
And to finish, the advertisement where people are only sexual objects.
It’s supposed that the government is trying to end up with this kind of publicity, and it’s trying to protect the woman but the enterprises are stronger, and of course the money always win the battle instead of the ethic and moral or even human rights.
Here we can find some of these advertisements where the woman is an object or just a sexual game to satisfy the men:

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mediamarkt1grande

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Now, here are the most sexist advertisements in Spain. As it has been mentioned before, the government was supposed to protect the woman and her public image but this is not as easy as it seems because breaking all that stereotypes is a hard battle.
1- One of the most polemic advertisements starring by a very famous actress Amaia Salamanca in which she teach a man how to use a tampon from tampax:

El spot de tampones Tampax Pearl con Amaia Salamanca:
https://www.youtube.com/watch?v=r0qIedxnBNw
2- The second one is a car’s advertisement in which a woman is pretending to be the car, with a lustful voice provoking a men to try the car which is associated with a woman who wants something from him, to prove that she is really good, the car of course:

Alfa Romeo Giulietta Serie Limitada Super Spot 20″
https://www.youtube.com/watch?v=nz_y2PkmFfo
3- The third one is one of the most controversial advertisements in the world, because they are always focused on the man across the woman. AXE is a deodorants brand which always sends this message: If you use our product you are going to be the most desired man in the world. Some examples of this brand and its message:
Anuncio Spot Axe Excite. Hasta los Ángeles Caerán. Marzo 2011:
https://www.youtube.com/watch?v=aTOs-stqaEE

Limpia evidencia de MUJERES – Publicidad AXE
https://www.youtube.com/watch?v=yg7-KVonJ8w

Axe enseña a ligar con rubias inaccesibles
https://www.youtube.com/watch?v=eeGd03LBdG4

4- The next one is about children. All the little boys are supposed to play with balls and different games but of course all of them have to be very masculine and of course the girls have to play with dolls or pretend that they are housewives. Here they go some of the examples of the sexism in the children’s advertisements:

Anuncio Super Casa de Barbie (español)
https://www.youtube.com/watch?v=Z9Wd49Mk1Yc
Action Man
https://www.youtube.com/watch?v=AVxgW6vjctE

5- The last one is about cleaning the house, and if we have learnt something about advertisement is that woman are the only ones who can do this. It is so strange to find a man in this kind of publicity, because women are supposed to do this work and then all the stereotypes come with her, being a mother and a housewife, it all she can do with her life, taking care of the home and of the children:
SKIP – Anuncio “Una madre es para siempre”
https://www.youtube.com/watch?v=_Pp-ak2c-Z4
Cillit Bang
https://www.youtube.com/watch?v=dC0fpui-tCk
People Agency anuncio tv Kalia
https://www.youtube.com/watch?v=eYs68Go11To

Apart from that, woman has a lot of stereotypes and in many cases she is treated like objects, if they are only useful because of their beauty and being pigeonholed in the same roles. Woman’s role has been deeply affected by cinema and television; these two have made an increment of woman’s stereotypes.
Probably the majority of the people do not realize when they go to the cinema to see the last movie on the screen, but behind all of this, there are a lot of injustices to know.
A woman’s vision is necessary in every field and in a public one like this it is important to have variety
All human being has to have the same opportunities and it has nothing to deal with gender, a professional is a professional, this adjective does not need to have gender, but in fact it has a gender and it is masculine gender.
In the future this is probably going to change, because every day there is many women who fight for their rights, making people to think about differences.

References
IgualdaddeOportunidades. (9 de Marzo de 2010). SlideShare. Retrieved from La Mujer en la Publicidad: http://es.slideshare.net/igualdaddeoportunidades/la-mujer-en-la-publicidad-3374482?related=1
Unknow. (10 de Junio de 2013). Consume hasta Morir. Retrieved from Los 10 anuncios más machistas de la televisión: http://www.letra.org/spip/spip.php?article5284

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BRANDALISM: The power of opinions.

People are highly influenced by advertising, because it is a powerful mechanism of control. Although, they have their own thoughts and judgments, it is very easy to be affected by the amount of publicity that is around us. As Jamie Bartlett said on the article that he wrote on “The Telegraph” about those activists who make artworks as a critique, “A study in 2005 found that the average Londoner sees 3,500 marketing messages each day, on billboards, on television, the underground, everywhere” (Bartlett, 2015). Those activists think that the majority of the current advertising is fake, hypocritical and gives a wrong image of reality; therefore, they create some posters that call into question the advertising campaigns of some well-known brands, and this movement is called “Brandalism”. This post is going to be based in three articles, one is written by Bartlett on “The Telegraph”, the second one is on “Independet” and its author is Griffin, and the last one is by Oreskes and it is written in a webpage called “Harvard Business Review”

In today’s post it will be explained the functioning of Brandalism groups. Two French friends began the movement to criticise the unreality on advertising. They have done more than 360 actions all over the world and Vyv, which is an unreal name because of the fear to be sued, is a member of the group, who said to Bartlett, the author of one of the articles in which is based this post, that taking part on that movement changed his life. He explained how the process of their actions is: Vyv says that there are many artists who collaborate with them, and it is surprising because they are not usually involved on that kind of revolutionary actions. The first step is the creation of the design of the posters, then they have to buy the materials and tools that are used on the process of pasting the posters; the next step consists on making fake uniforms of the company which legally paste posters; and finally, they have to print them. The last step is already known by everyone, they put the posters in pairs and in a calm behaviour, all around the city. Therefore, Brandalism members, have to make their posters attractive, in order to be seen by the largest public. They want the population to think and wonder how big is the alienation of publicity in our daily life.

Climate change gives cause for the creation of Brandalism, an article of Oreskes said that the coalition of entities would be a solution. That is because companies have valuable skills, resources, motivation, and they are dynamic in order to progress on a global scale. It is necessary this motivation for reaching that goal and maybe the actions of Brandalism make an early warming and teach companies how to be better.

The original idea of Brandalism consists on criticise those actions that develop global warming, but it is not the only aim. They fight against consumerism and unreality on publicity. Bartlett said about Brandalism, in order to support this statement: “They believe ads shape what we think it means to be beautiful, to be happy, to be successful, and all of it requires us buying products. That makes ads the underlying engine for endless consumerism, which, in turn, fuels neverending economic growth” (Bartlett, 2015). Vyv, the member of this group who is beeing interviewed by Bartlett, says that they do not like the presence of advertising in public places, streets or buses, but if we think about it, they do the same with their posters. Even though, Vyv desagree, “But at least art invites some interaction. Adverts just take. And it’s a protest: the visual realm belongs to everyone, so no one should be able to buy it off in this way.” (Vyv, 2015). Moreover, as Griffin said in other article used as a reference on this post, activists usually avoid mass gathering and very drastical things, they want their actions to be subtle and discreet.

The author, after listening to Vyv and knowing a certain amount of information about Brandalism, comes across with one question: Is Brandalism going to change anything? Vyv told him that he thinks the global warming issue is lossing importance on the ongoing case and it is very difficult to change the mind of the society, but if more people support them and add to the movement, the impact will be harder. It is true that with this movement, people can see how vulnerable is to publicity. From one hand, there would be people who would not like any kind of advertising, the real one or the critique one; and on the other hand, there would be people who, in a conscious or unconscious way, would be affected by publicity; and Brandalism wants to make a great impact on these two kind of people.

To conclude, as it is said throughout the post, this movement is a beneficial action for the society and I would like those actions to be repeated in all countries and see the results, as it is true that Brandalism make an enormous impact on the reputation of a brand. There is a strong debate about voluntary measures, as the article of Orenkes said, but we cannot deny that people have to begin taking part on those social problems, because they affect our existence and quality of life.

 

I would like to end this post with a suitable quote by Vyv from the article of Bartlett:

“Once you start seeing ads are just bits of paper you can take out of the cabin, they lose their power over you” (Vyv, 2015)

 

SOURCES

Bartlett, J. (2015, December 21). The climate activists who secretly replace adverts with artwork . Retrieved Febuary 2, 2016 from The Telegraph: http://www.telegraph.co.uk/news/earth/paris-climate-change-conference/12063081/The-climate-activists-who-secretly-replace-adverts-with-artwork.html

Griffin, A. (2015, November 30). ‘Brandalism’ activists post satirical adverts around Paris in protest of climate change advertising. Retrieved Febuary 2, 2016  from Independent: http://www.independent.co.uk/news/science/cop21-brandalism-paris-climate-change-talks-protests-a6754896.html

Oreskes, N. (2015, December 4). Corporations Will Never Solve Climate Change. Retrieved  Febuary 2, 2016 from Harvard Business Review: https://hbr.org/2015/12/corporations-will-never-solve-climate-change