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:

1-n-672xxx80

mediamarkt1grande

natan_4

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

Advertisements