Gender stereotypes should be of equal concern to both sexes
It means that advertising does not exist in a vacuum and that, in the opinion of the ASA, gender stereotyping can have serious, harmful consequences to children and young people in particular.
As a result the ASA now proposes to strengthen its regulation. Commercials which deride people for not conforming to stereotypical gender roles will be critically examined and existing practices intending to ensure that sexual objectification does not occur will be reinforced.
As can be expected, this was welcomed by some and criticised by others.
In the Guardian, Anne Perkins wrote that every blow against oversexualised imagery or gender segregation should be cheered, while occasional Sun columnist Brendon – it recognises that in the 21st century women’s issues are also men’s issues.
One area of concern is ads that feature men trying and failing to undertake simple parental or household tasks.
This has become a trend in recent years (see the long-running Flash commercials featuring Karl Howman) where men are depicted struggling with acts that are traditionally in the female domain.
In the end, of course, the man is saved by the usefulness of a product which enables him to do what he really wants. Which is usually – nothing!
Then there are ads which portray men as roguish, childlike, irresponsible and only really happy in the company of other men.
All manner of advertisements for alcohol use this technique because the ASA is strictly clear that an ad for beer, for example, cannot link the product with sexual success or attractiveness, suggest the product enhances masculinity or feature characters in a significant role who look under 25.
These days, ads for alcohol rarely feature the product at all and instead use the brand to suggest its refreshing qualities and necessity to camaraderie.
I suppose part of the value of the ASA’s report is determined by whether we subscribe to the “mirror” or “mould” theory of gender stereotyping.
The mirror theory suggests that ads simply reflect the prevailing norms of society and use these recognisable standards to sell products, while the mould concept suggests that advertisers are actively trying to influence behaviour to make their wares more attractive.
As psychologist Adrian Furnham points out, if an ad draws upon stereotypes – which can be inaccurate or misleading – then vulnerable audiences may view such representations as the norm. This way myths and perceptions are reinforced and go unchallenged.
But whatever your views, even a cursory glance at the news agenda over the past week or so should tell us that “women’s issues” is a redundant phrase.
Equal opportunities in the workplace and fair representation across all media forms are issues which should be of concern to both sexes.
Dr Jewell is director of undergraduate studies at Cardiff University’s School of Journalism, Media and Cultural Studies