Sexism in Advertising

An article from Guardian.co.uk, Time to Kick Sexism out of Advertising discussed sexism issue in a WKD football ad and how are the responses from public and the ASA in UK.

Sexism is defined as discrimination against people according to their sex especially women in particular which includes female stereotypes and sexual appeals (Ford & La Tour, 1993; La Tour, 1990 cited by Chan et al., 2007). For example, female are portrayed as victim of violence, sexual toys, and different forms of inequality between sexes (White, 1990 cited by Chan et al., 2007). Sexism portrayal in advertisements becomes a very sensitive issue which many people find it offensive. Therefore, sexism in advertisements becomes a challenge faced by advertising practitioners (Boddewyn, 1990 cited by Hultin & Lundh, 2004).

For example, an ad from Issia Napoli which used sexual abuse as a selling point for their clothes. The ad portrayed a man having controlled on a woman, discriminating women in a weaker position.

(Source: SAPAC, 2007)


















In this DKNY ad, the model was encountered with stalking, a serious form of sexual abuse. Besides that, it also portrayed women in a weak and helplessness state.

(Source: SAPAC, 2007)

Besides that, an article ‘Sexism on Advertising’ published in BeyondJane by Shhark (2010) also stated that most famous advertisements designers often broadcast sexist advertisements, portraying women in a weak and fragile status. Sexism advertising occurs in any form of advertisements including the broadcast ads. ‘Does sexism still reign in TV advertising?’ by Edaburn (2009) had shown a few example of sexism ads from the TV. These ads are usually banned quickly from broadcasting on TV but can be found in the Internet, especially Youtube site.

However, consumers’ responses towards offensive advertisements depend on their cultural values. Chan et al. (2007) mentioned that whether a text is consider offensive depends on the parties and situation where is it released. Advertising code of ethics and cultural values should be considered by advertisers before releasing an ad. Boddewyn (1991) cited by Hultin & Lundh (2004) had provided five practices for advertisers to consider before releasing an ad both locally or internationally:
1. Identify the use of appropriate media and specific targeted audience, minimize oppositions by non-users of the products.
2. Educate employees about relevant ethical codes.
3. Test the advertisement in terms of sexism or decency before releasing and get consultation from the media and other agencies.
4. Participate in self-regulation to reduce dangers in compulsory controls.
5. Abandon advertisements which touch on sex or other objectionable appeals.

Sexism, a sensitive issue in advertising should be considered thoroughly by advertisers before designing and releasing an ad to avoid offensive opinions and responses.


References
1. Chan, K, Li, L, Diehl, S & Terlutter, R 2007, ‘Consumers’ response to offensive advertising: a cross cultural study,’ International Marketing Review, vol. 24, no. 5, pp. 606-628, viewed on 13/11/2010, retrieved from http://www.emeraldinsight.com/journals.htm?issn=0265-1335

2. Edaburn, P 2009, Does sexism still reign in TV advertising?, viewed on 13/11/2010, retrieved from http://themoderatevoice.com/27132/does-sexism-still-reign-in-tv-advertising/

3. Hultin, M & Lundh, E 2004, ‘Sex in advertising: how it influences young men and women.’ Department of Business Administration and Social Science, Bachelor’s Thesis, Lulea University of Technology, viewed on 13/11/2010, retrieved from http://epubl.ltu.se/1404-5508/2004/167/index-en.html

4. Perera, K 2010, Time to kick sexism out of advertising, viewed on 13/11/2010, retrieved from http://www.guardian.co.uk/commentisfree/2010/jun/29/kick-sexism-out-of-advertising

5. Sexual Assault Prevention and Awareness Center 2007, Sexism in advertising 2007, viewed on 13/11/2010, retrieved from http://www.umich.edu/~sapac/sia/2007/DKNY.html

6. Shhark 2010, Sexism in Advertising, viewed on 13/11/2010, retrieved from http://beyondjane.com/women/sexism-in-advertising/