Sexism in Advertising

The word ‘sexism’ is originated from the word ‘sex’. The word sex is substitutable by the term ‘gender’, where both terms are defined as the argument of feminine and equalities in discussions of human rights and equalities. (About Equal Opportunities 2010) For the past decade, sexism issue has always been a hot topic regarding human rights violation and equalities. In the world of advertising, sexism has always been one of the issues too, that causes chaos and disagreements from feminism activists.

source: http://static.guim.co.uk/sys-images/Sport/Pix/pictures/2010/3/5/1267803601043/Linesman-001.jpg

Looking at the latest World Cup advertisement in South Africa, where the billboard statement saying “THE OFFSIDE RULE FOR GIRLS: IF THE FLAG’S UP, ITS OFFSIDE”, claiming that girls will claim that it is offside whenever the linesman’s flag is up, unlike for man where they know everything about football. (Perera 2010) This had portrayed an obvious human rights violation that stereotyped the ideology of men are always better than women. Not only this, in fashionable brands and items like Dolce and Gabbana had sexism aspects in their previous advertisement in 2007, where a gang of males trying to gang rape a defenseless female. (BeyondJane 2010) The idea of the advertisement is that women are always the weaker and more fragile part, where men love it when women are tame. (Hubpages 2009)

Looking at the new advertising codes introduced by The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) in UK, non of the new codes are in order to encourage gender equalities and protect woman rights. (CAP 2010) Its clear to be seen that, even the Advertising Codes failed to protect the rights of women, where they will always be the weaker part in everything.

The Consumer Ombudsman is a set of guidelines for marketing and advertising practitioners to ensure rights of consumers are not violated, as well as advertisers. (The Condumer Ombudsman 2009) According to The Marketing Control Act (MCA) Section 2 of The Consumer Ombudsman, advertisements that include violation of genders, mistreatment of any gender’s body and disparaging of genders, are all prohibited. (The Consumer Ombudsman 2009) This will be a basic setline for every advertisers so that they are always being reminded of their duties and not to violate any aspects.





Like what is shown in the advertisement above by Clorets that was aired in Malaysia, the advertisement contains sexism aspects where the females are always addicted the males. This advertisement also portrayed that males are always the better side and females should admire them.

Which is why, advertisers have to be always making sure that advertisements broadcasted are not offensive or contain any sexism aspects, in order to protect the rights of every woman.


Reference List:

Perera, K. 2010, "Time to kick sexism out of advertising,' Guardian.co.uk, 29 June, viewed 6 November 2010 < http://www.guardian.co.uk/commentisfree/2010/jun/29/kick-sexism-out-of-advertising >

About Equal Opportunities 2010, "Definition and Explanation of 'Gender'," viewed 6 November 2010 < http://www.aboutequalopportunities.co.uk/what-is-gender.html >

Hubpages 2009, "Sexism in prouct advertisements,' viewed 6 November 2010 < http://hubpages.com/hub/Sexism-in-product-advertisements >

BeyondJane 2010, "Sexism in Advertising," 28 March, viewed 6 November 2010 < http://beyondjane.com/women/sexism-in-advertising/ >

CAP 2010, "New Advertising Codes Launched," 16 March, viewed 6 November 2010 < http://www.cap.org.uk/Media-Centre/2010/Advertising-Codes-Launch.aspx >

The Consumer Ombudsman 2009, "Guidelines on Sexist Advertising,' viewed 6 November 2010 < http://www.forbrukerombudet.no/asset/3605/1/3605_1.pdf >

Lainegal 2008, "Clorets Ad," Youtube.com, 20 June, viewed 6 November 2010 < http://www.youtube.com/watch?v=MZb-8fkYgtw >