To get ahead in advertising ...ditch ‘sexist’ commercials
Firms sign up to campaign against dated stereotypes
Whether they are selling washing powder, nappies or vacuum cleaners, adverts often depict the same thing: Women devoted to their household chores.
Men, on the other hand, are generally made into bumbling husbands with a weak grasp on domestic matters.
But now major advertisers have banded together to try to banish these stereotypes – claiming that they are harmful.
they have formed the so- called ‘Unstereotype Alliance’ and vowed to stamp out any advert that ‘diminishes or limits the role of women and men’. however, there is some evi- dence to suggest that the update may be more wishful thinking than reflecting reality.
Advertising experts claim that in most British households, mothers are still responsible for the majority of the household chores.
the new ‘alliance’ of brands, in partnership with the United Nations group UN Women, claims that a growing number of customers can ‘no longer identify’ with this sort of set-up, and that it is bad for society.
Women’s equality Party leader Sophie Walker praised the move, saying gender stereotypes in advertising fuel ‘toxic masculinity’ and belittle female ambition.
And Keith Weed, the global chief marketing officer of Unilever, which is backing the alliance, added: ‘Our job isn’t done until we never see an ad that diminishes or limits the role of women and men in society.’ the group is also supported by advert giant WPP and technology companies Facebook, Microsoft and Google.
Unilever owns a slew of household goods including Flora margarine, Dove soap and Lynx deodorant. Ironically, Lynx used to be one of the worst offenders for objectifying women in its ‘Lynx effect’ commercials.
For years its adverts gave the impression that Lynx made men irresistible – by using bikini-clad women chasing after average men who sprayed themselves with it in their adverts. But while the cliche of using sexualised blondes to sell products has become outmoded, it seems advertisers are still quite prepared to objectify men – most recently in adverts for Diet Coke, which showed women ogling a topless male gardener.