Germany: Stopping Sexist Advertisements- Stop Street Harassment

Lea Goelnitz, Berlin, Germany, Blog Correspondent

Sexist advertisement is still the norm in many countries, but fortunately there is resistance. Many companies ignore women as potential buyers when they create their advertisement and so use women to sell their products to men. In general most ads are still dominated by very rigid gender stereotypes, therefore it was quite unusual when the jewelry company Tiffany launched an ad that features a gay couple (though it is still aimed at a male audience, featuring two white men).

Why does this matter? A dialogue comparing German and Swedish ads proves the link between ads and how a society values women and how advanced gender equality is. In the German ad the same product is advertised showing women being stupid, doing chores or being naked, while in Swedish ads men and women are more likely to be portrayed as equal partners or it shows men playing with children. In Sweden, more men go on paternity leave than in Germany and working hours are more adapted to family responsibilities of both partners.

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