Bullying. Harassment. Is this the best a man can get?
Following a public consultation, CAP has today announced that ads will no longer be able to depict harmful gender stereotypes. (…) The new rule will come into force on 14 June 2019.
This change follows a review of gender stereotyping in ads by the ASA. The review found evidence suggesting that harmful stereotypes can restrict the choices, aspirations and opportunities of children, young people and adults and these stereotypes can be reinforced by some advertising, which plays a part in unequal gender outcomes.
(…) The evidence does not show that the use of gender stereotypes is always problematic and the new rule does not seek to ban gender stereotypes outright, but to identify specific harms that should be prevented.
CAP has published guidance to help advertisers stick to the new rule by providing examples of scenarios likely to be problematic in ads. For example:
McCann London has launched the Visability93 campaign to change perceptions around disability, and raise awareness of the millions of people worldwide living with conditions such as diabetes, arthritis and Alzheimer’s, who may not be considered “disabled” by on-lookers.
For the past 100 years, razor brands have pretended body hair doesn’t exist. Commercials show razors gliding over smooth, hairless legs. Strange, huh? Introducing Project Body Hair. A celebration of hair… wherever it is or isn’t.
A survey of 2,000 Brits found that 55 per cent think there aren’t more people with physical disabilities in ads because they ‘make people uncomfortable’, while 62 per cent say the same for those with mental disabilities. The second reason given was that people hadn’t been exposed enough to disabled communities.
Advertising has the opportunity to change that: the survey found that 63 per cent of those with physical disabilities think that seeing more disabled people in ads removes the stigma around their community, while five per cent wish that brands would be braver in showing ‘people like me’ in their ads.
Maltesers took an unprecedented step with their ad campaign (shown above) that featured disabled actors, but with mixed results. While the campaign proved to be the ‘most successful‘ advert for the brand in a decade and was widely praised for normalising disability, the ads have also garnered criticism for centring each storyline completely around the actor’s disability, rather than her other characteristics.
BOSSES at Doritos have been slammed after revealing they are to launch a new “lady-friendly” version of the snack which are quieter to eat and a lot less messy.
However, women’s campaigners have slammed the unusual move as a “tired gender stereotype”.
Read more on news.com.au
The Advertising Standards Authority (ASA) has published a report on gender stereotyping in advertising – here’s what you need to know.
Political correctness Y/N?
In each of the posters featured in the project, women’s bodies – often their derrieres, breasts or legs – are the main focal point, however their heads are nowhere to be seen. (…
“By decapitating the woman, she becomes an unquestionably passive object to the male gaze. The question of her consent is removed completely alongside her head, and her purpose becomes solely that of being looked at by men obediently.
“Her value is that only of her sexual appeal to men and not of her personhood.”
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Minority groups are featured in less than 20% of advertising, according to new research, but given 65% of people would feel more favourable about a brand that promotes diversity, companies are missing a huge opportunity to connect with consumers.
Minority groups including single parents, disabled people and the LGBT community continue to be let down by brands who are failing to create diverse and inclusive advertising, according to new research by Lloyds Banking Group, shown exclusively to Marketing Week.
The adverts, by Cardiff-based New Adventure Travel, prompted outrage in the city and on social media. The company, which runs services in Cardiff and elsewhere in Wales, including school buses, was promoting the launch of a fleet of new buses for a cross-city service in Cardiff.
At 11.30am on Monday, just a few hours after the campaign first appeared, the company said the adverts would be withdrawn.
Continue reading at: The Guardian