Sexism and Publicity

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:




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:
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″
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:

Limpia evidencia de MUJERES – Publicidad AXE

Axe enseña a ligar con rubias inaccesibles

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)
Action Man

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”
Cillit Bang
People Agency anuncio tv Kalia

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.

IgualdaddeOportunidades. (9 de Marzo de 2010). SlideShare. Retrieved from La Mujer en la Publicidad:
Unknow. (10 de Junio de 2013). Consume hasta Morir. Retrieved from Los 10 anuncios más machistas de la televisión:

Advertising is always with us.

Publicity is one of the most important things of the enterprises, because is the way they have got to sell their products. Wherever the human being is there will be advertisements in there.  If you are walking down the street probably you can see a lot of publicity in the walls, in the bars or in the shops. And of course the bigger is the city there are more advertisements in it. Could you imagine New York City without publicity? It is impossible to our minds. We are so used to publicity that we do not even realize when it is in front of us, trying to sell us something.Read More »

IKEA,  A success story.



“Only those who are asleep make no mistakes.” (Kamprad, Founder of IKEA)


IKEA is one of the most famous enterprises in the world. It is a multinational group of companies that designs and sells ready to assemble furniture, appliance, small motor vehicles and home accessories. It is the  largest furniture retailer in the world. It was founded in Sweden by Ingvar Kamprad, who could make some mistakes but he built an empire. Nevertheless, how is all this success possible?

Read More »

Clear differences between BusinessWoman and BusinessMan.

“A Business Woman needs a succesful mix of design and practicality.”- Donatella Versace.

“A businessman is dynamic; a businesswoman is aggressive.

He is good on details, she is picky.

He loses his temper; she is crabby.

He’s a go-getter; she is pushy.

When he’s depressed, everyone tiptoes past his office; when she is moody it must be her time of the month.

He follows through; she doesn’t know when to quit.

He’s confident; she’s stuck up.

He stands firm; she’s hard as nails.

He has the courage of his convictions; she is stubborn.

He’s a man of the world; she’s been around.

He can handle his liquor; she’s a lush.

He isn’t afraid to say what he thinks; she’s mouthy.

He’s human; she’s emotional.

He exercises authority diligently; she is power-mad.

He is closemouthed; she is secretive.

He can make quick decisions; she’s impulsive.

He runs a tight ship; she’s hard to work for.”


(Author unknown.)


With this little piece of a kind of poem we could find some topics of businessman and businesswoman. Probably some of them are true but not all of them could be considered as real topics. We are always searching for equality, especially when there are huge differences.

In issues of the enterprise there a lot of differences, first one for our condition of be woman, because we are able to have children and because we have joined the enterprise market…

For example in the net we could find some different pages about improving women situations and boosting their ideas. In the United Kingdom the men start twice new business or enterprises the women, and this is unacceptable because it is supposed that nowadays our world everything has changed but this is not true and everyone should do something to improve this situation. The worst thing is probably the big differences between developed countries and the undeveloped countries.

But apart from all of these bad reasons, we can see the sun shining too. The proportion of small and medium enterprises run by woman is increasing day by day. There are a lot of potential in women who have a lot of ideas for new enterprises, and if every single women who have an idea there will be in the United Kingdom one million of enterprises more.

To improve this situation we could find out some things:

To develop our business skills; not all women are too sure about developing their skills and sometimes they probably need help to start creating their new enterprises. We have to find the resources to start developing the skills and growing up your new business. Mentors are also so important; they are people who can help you and can support you with your ideas.


There is also a Woman´s Business Council which was established in the year 2012 to advise the different governments how women contribute in the economic growth and how it can be improved or optimised.  How to finance our business it is so important, financing your enterprise is crucial for a successful business.

After all of this theoretical issues, we find Women’s Business Network, there are wide of them especially for women, these networks offer events, support, advice and a lot of more business stuff.  Some examples are:

  • Enterprising Women: in this network we can find, empower, connect, campaign, support for businesswomen.[
  • Everywoman: a global membership organisation which celebrates the advances of women in the business. []
  • Forward Ladies: Women’s networking that support organisations. []
  • Prowess; Women in business: Prowess provides a comprehensive list of national and some international women’s business networks, a map of local services, support and finance for women in enterprise. []
  • Mumpreneur: Support and advice for women juggling family life with starting up and running a business. []
  • WEConnect International: Identifies, educates, registers, and certifies women’s business enterprises based outside of the U.S. that are at least 51% owned, managed, and controlled by one or more women, and then connects them with multinational corporate buyers.[]

Again on the question of this whole issue, women have also events finder to know when the important events are going to take place. Another thing that I think it would be as important for mothers and fathers, is the childcare, which is up to both parents. The entire world all the history has taken for granted that women have to take care of their children, they have to clean up the whole house, and cook for the husband and the children. But nowadays this has changed, not as much as I would like but we still have to fight.

Now to conclude with this little article I am going to talk about the inequality of gender in labour market.  Gender differences between in the work usually come from social factors that have been influencing the behaviour of men and women. Some organisations welcome gender diversity and encourage the inclusion of both sexes in the decision making of the company and offering opportunities for advancement.

Other organizations discourage the inclusion of gender bias and promoting workplace. In most companies, gender differences add value and diverse perspectives to organization.

The description of these differences could be physical and emotional, both of them are essential to know the characteristics which influenced the men and the women in their respective workplaces.  Men and women have different perceptions in the workplace, in terms of organization structure, the resolution vision problems of style and work-related conflict. In addition, differences in the individual work style are remarkable.


Misunderstandings between the sexes often cause conflicts in the workplace. Men and women perceive information differently, which can lead to feelings of exclusion or complaints of sexual harassment or discrimination. Managers can combat this problem through training and development initiatives that focus on greater awareness of gender issues. Administrators can also encourage change in employee behaviour to strengthen the working relationship between men and women, and lead by example.

After reading all the information I had to search to make this draft I could say that women are now closer to the equality but we are only in the middle of the way, we have to stand up for our rights and we finally reach it.


Scott, S. (s.f.). La Voz de Houston. Retrieved from Diferencias de Género en su lugar de trabajo:

Unknown. (23 de Mayo de 2012). All Things Sales. Retrieved from How to tell a businessman from a businesswoman.:

Unknown. (s.f.). Business is Great. Retrieved from Women in Enterprise: