Sexism in Advertising

Over the years their has been a change in what society deems as acceptable. This is ever present in the evolution of advertising; the depiction of genders in advertising has had to change considerably. The undermining of some genders in the media still creeps in today, but before actual standards were put in place, anything would be acceptable.


These are the three adverts that I find most shocking:


1 - One - 1 - Un - 1





The advert is for a tinned coffee(?), and is aimed at married women who are scarred of displeasing their husbands. The purpose is to make people want to buy it (not being beaten by your husband and storing the great taste of the coffee are good incentives).


Reason why this shocked me: 
Basically because it's encouraging (or at the very least depicting) domestic abuse as something that happens and is just part of life.


Comments: 
- This advert shows women to be inferior to men, and that they must serve men and face their wrath is ever they make a mistake. Which is pretty extreme, and as an advert, this will probably be in a place where all ages can see it, even children so they too will see this awful message. 
- This ad doesn't even entertain the possibility that a man would buy this product for their wife. The 'you're' has an arrow pointing directly at the woman.It is a 'women's job', that the man isn't expected to do.
- (I know it's early days, but) the advert also doesn't show gay relations, it assumes that the woman will be buying for a man ('he').
- The man is seen to be sitting and relaxing to an extent, but their is no chair for the woman -indicating that he is of higher standing (if you'll pardon the pun) to her.
- 'If you're husband ever finds out' is also an odd phrase, it implies that men and women live completely separate lives within their relationships and that they barely see each other to the extent that they can keep many secrets.


2 - Two - 2 - Deux - 2





This advert encourages people to buy Catsup, it is aimed at no one in particular, but is trying to be inclusive of women.


Reason why this shocked me: 
The way that they show women to be of a lower strength to men. It implies that a women couldn't open a bottle. Huh? Physical strength is clearly all that is required to open a bottle regardless of Gender.


Comments:
- The fact that men are seen to be required in this context, is appalling. That women need a man because of their own inferiority.
- It's quite shocking that the woman seen in this photograph is so happy about this new innovation. It completely embodies the old fashioned mentality of what a woman's role is.
- The woman's hand's are described as 'dainty' as if the idea of a women having muscle or at the very least the strength to open a regular bottle is inconceivable. This is confirmed by the 'women' being highlighted, as if this is major news.
- The question mark shows the stunned nature of all the males. That they can be stunned by such a thing, makes them seem very narrow-minded.


3 - Three - 3 - Trois - 3





This advert is for a mixing-machine, that is aimed at men (from what I've researched so far: "boo!"). The purpose is to convince men to give their wives a gift so that they can be more efficient in the kitchen.


Reason why this shocked me: 
Again, the reason for this was that it encouraged the unfounded stereotypes of women and their role in the family unit and society. 


Comments:
- The fact that it says: 'I'm giving my wife a Kenwood Chef' is so shocking. The word 'giving' connotes a selfless gesture, the gifting of something that will inspire happiness in the receiver.   It gives the idea that a woman of the time would revel in the fact that they had received a mixer for their birthday (other gift giving events are available).
- Of course the main part of this advert is the worst: 'that's what wives are for!' that is so wrong! How can women even function in a society like this where their apparent inferiority is being publicised in all directions. There must come a point where you just accept what you are constantly being told and no longer want to break the reputation.
- The picture is so well shot (for the purposes of the avert). The women with her cooking hat striving to get to the huge heights of her partner. And the man hidden behind the machine but the women in a perfect position to use it. And also they're idealic and colourful universe says a lot about society - "buy are product and you'll be happy! Guaranteed."


This is just really unacceptable. I know it was a different time, but any time where this was allowed to happen unquestioned is just appalling.