Sexist Advertising in 21st Century
Issue 11: read how advertisements all over the world are promoting gender stereotypes. Also, find a list of resources for your mental health in such difficult times.
Sexist Advertising in 21st century
Thousands and millions are spent to advertise a product and to reach consumers. Advertising has become a powerful tool to reach potential consumers and to gather an audience with the help of social media. However, advertising was and still is sexist and promotes gender stereotypes. Advertising and marketing play a significant role in achieving Sustainable Development Goal 5; gender equality and empowerment of all women and girls.
A report released by UNICEF, on gender bias and inclusion in advertising in India states that women share equal and more dominant space than men in advertising but women are seen promoting and selling domestic and beauty products and are often shown in a care role as opposed to men who are shown as dominant leaders and breadwinners. This report also reflects on the process of gender socialization, which means the child is aware of gender roles from birth and it intensifies throughout childhood and adolescence. Culture, family dynamics, teaching, marketing, and advertising feed these gender stereotypes. I grew up watching Unilever’s “Fair & Lovely” cream on television. This cream promotes ‘fairness’ as the ideal standard of beauty. After a severe backlash, Unilever changed the name to “Glow & Lovely” which again reiterates the idea that women should have glowing skin to look lovely.
“The most common gender tropes/stereotypes for female characters are “the subservient wife” and the “the Pushy Aunt”, and for men, the “domineering/controlling male” and a man who does not helo with domestic activities’”
To address the problem of sexism in Advertising, Madonna Badger founded Badger and Winters. This firm uses a test to identify sexist ads that objectify women. The test is split into four parts:
“Props: a woman is reduced to only a ‘thing’ in an ad.
Plastic: a woman has been retouched beyond achievability.
Parts: a woman is reduced to provocative body parts only.
Empathy: an ad prompts the viewer to ask, ‘what if this were my mother, my daughter, or myself?’”
Madonna Badger also started a campaign on Twitter #WomenNotObjects. Link here for a detailed look at the campaign. Check out some tweets from the campaign:
This sexist culture in advertising is popular everywhere. Brands think dressing women in skimpy clothes and using them as sexual objects is the key to popularise their products. Such an attitude deepens the existing inequalities and further promotes defined gender roles and stereotypes. The portrayal of women needs to be changed. More women and girls should be shown in independent spaces, paid employment, and leadership positions to have a positive impact on society. Advertising should also adhere to the principles of diversity and inclusivity.
Advertisements, consciously or subconsciously, invade our minds and affect our attitudes and perception of the world. A tool as powerful as Advertisements should be used for the empowerment of all instead of adhering to toxic masculinity.
From around the world 🌏
The first woman of colour as Associate Attorney General
Vanita Gupta has become the first woman of colour to be Associate Attorney General at the Justice Department of the United States of America. Gupta is also the first Indian-American to serve in this role. Gupta is believed to be “deeply committed to matters of justice”.
The first woman “Chairman” of Nasscom
Rekha M Menon, Senior Managing Director and Chairperson at Accenture India has become the first woman to be appointed as the Chairperson of The National Association of Software and Services Companies (Nasscom).
P.s I find the headline a little ironic; “the first woman chairman”. This just makes me realise the need for gender-neutral terms.
First female Minister of Defence, Maldives
Uza. Mariya Didi became the first female Minister of Defence of Maldives when she was sworn in by the Maldivian King in 2018. Mariya is a human rights activist and was the first and only female to be the chairperson of a national political party in the Maldives.
Justice for George Floyd
Derek Chauvin was convicted for murder and manslaughter last week by the Jury. Chauvin killed Floyd last year by kneeling on his neck for 9 minutes. Floyd died of Asphyxia; lack of oxygen. This definitely is a historic judgement, however, much still needs to done to hold police accountable for their actions and strict policy reforms need to be introduced for equitable justice.
Content I came across last week:
To read
Caught between the fire. A story of a village in Jammu & Kashmir, India with no access to healthcare.
The portrayal of Thirst: the Sexist advertising used by beverage & cold drink brands
To attend
Panel Discussion: Event on Caste and Hindutva in the (other) Diaspora. For more details, click here.
Something Interesting:
The Indigenous World 2021 - a comprehensive document on the situation of indigenous people worldwide by academics and indigenous and non-indigenous people.
It is a difficult time in India. The second wave is deadlier and hospitals around the country are facing oxygen, medicines, and bed shortages. The administration has lost count of dead bodies and tests are taking long. In such difficult times, we must take care of our mental health. I have found some resources which are helping people for free or for a nominal fee; please find them below.
Curated with much love and gratitude. If you liked this week’s newsletter, kindy share and help me reach a wider audience. Also, if you have any stories to share, kindly use the comments section. Take care and enjoy reading!