{"id":243817,"date":"2023-12-15T12:31:19","date_gmt":"2023-12-15T12:31:19","guid":{"rendered":"https:\/\/lovemainstream.com\/?p=243817"},"modified":"2023-12-15T12:31:19","modified_gmt":"2023-12-15T12:31:19","slug":"ad-campaigners-reveal-modern-day-commercials-guilty-of-sneaky-sexism","status":"publish","type":"post","link":"https:\/\/lovemainstream.com\/lifestyle\/ad-campaigners-reveal-modern-day-commercials-guilty-of-sneaky-sexism\/","title":{"rendered":"Ad campaigners reveal modern-day commercials guilty of &apos;sneaky sexism&apos;"},"content":{"rendered":"<h1> Still living in the Mad Men age! From ignoring women&#8217;s safety to obsessing over leading male stars, advertising campaigners reveal the modern-day commercials guilty of &#8216;sneaky sexism&#8217;<\/h1>\n<ul>\n<li><strong>Women in Advertising and Communications Leadership is celebrating 100 years<\/strong><\/li>\n<li><strong>READ MORE:\u00a0We\u2019re proof there\u2019s a second glass ceiling and you hit it at 50! Femail investigates the hidden sexism forcing high flyers out of their jobs<\/strong><\/li>\n<\/ul>\n<p><span>Women&#8217;s empowerment and representation have been buzzwords of late for brand campaigns &#8211; and yet one advertising organisation has claimed that &#8216;sneaky sexism&#8217; is heavily on display in modern-day commercials.<\/span><\/p>\n<p><span>We&#8217;ve all seen the vintage adverts from the &#8216;Mad Men&#8217; days and laughed in disbelief at how sexist they were.<\/span><\/p>\n<p><span>Inspired by 100 years of Women in Advertising and Communications Leadership (WACL), Channel 4\u2019s recent Mad Women documentary contained such gems as breakfast cereals urging men to &#8216;train your wife&#8217; and wondering &#8216;what her waistline will be like in 5 years time&#8217;.\u00a0<\/span><\/p>\n<p><span>Elsewhere, housewives were apparently delighted that they could do the washing up four times a day and still have soft, ladylike hands, or got so excited at fresh-smelling carpets that they couldn\u2019t help but sing and dance about it.<\/span><\/p>\n<p><span>Certainly, we&#8217;ve come a long way since those days, when advertisers in the &#8217;50s and &#8217;60s based in\u00a0Madison Avenue in Manhattan, New York City, would delight in using stereotypes to promote products.<\/span><\/p>\n<p><span>But adland&#8217;s depiction of women hasn&#8217;t changed as much as it appears, according to WACL, a UK-based club of female leaders in advertising and communications on a mission to improve gender equality in the industry.\u00a0<\/span><\/p>\n<p><span>Women account for over 80 per cent of all consumer purchase decisions, says the organisation, yet 91 per cent say\u00a0advertisers don\u2019t understand them and they don&#8217;t feel represented in the images they see every day.<\/span><\/p>\n<p><span>But\u00a0it\u2019s not just a commercial issue &#8211; six out of ten women apparently believe advertising plays an important role in challenging stereotypes in society more broadly too.<\/span><\/p>\n<p><span>In its 100th year, WACL\u2019s 300 plus senior women in advertising and communications are determined to amplify the voices of women who want the industry to #RepresentMe better &#8211; and\u00a0<\/span><span>spoke to young girls aged 12-18 to see what they demanded from future ads.<\/span><\/p>\n<p><span>It included bringing awareness to women&#8217;s safety, ditching outdated stereotypes and allowing females to appear in more than just &#8216;sweet&#8217; or &#8216;sexy&#8217; imagery.<\/span><\/p>\n<p><span>Here,\u00a0WACL\u2019s Comms Exec lead, author of No More Menemies and Founder of The Others &amp; Me, Lori Meakin reveals the modern-day ads guilty of &#8216;sneaky sexism&#8217; and other issues&#8230;\u00a0<\/span><\/p>\n<p><span><\/span><\/p>\n<p><span>1. DISMISSING PERSONAL SAFETY\u00a0<\/span><\/p>\n<p><span>Samsung Galaxy \u2018Night Owls\u2019 from 2022\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/i.dailymail.co.uk\/1s\/2023\/12\/15\/09\/78996173-12863695-image-a-20_1702631724055.jpg\" height=\"379\" width=\"634\"><\/p>\n<p>In April 2022, a Samsung advert featuring a woman jogging alone at night in London, with headphones on, was branded &#8216;tone deaf&#8217; by viewers<\/p>\n<p>In April 2022, a Samsung advert featuring a woman jogging alone at night in London, with headphones on, was branded &#8216;tone deaf&#8217; by viewers.<\/p>\n<p>Critics &#8211; who claim &#8216;women wouldn&#8217;t feel safe doing that&#8217; &#8211; said the one-minute ad plugging the Galaxy Watch 4, Galaxy Buds 2 and the Galaxy SS2 phone was &#8216;naive&#8217; and &#8216;insulting&#8217;.<\/p>\n<p>The commercial &#8211; called Night Owls &#8211; sees a sporty woman checking her watch at 2am, before putting in earbuds and heading out into the dark for a night-time jog in the British capital.<\/p>\n<p>Lori explained: &#8216;The ever-present threat of sexual violence in real life means that when ads simply appear oblivious to women&#8217;s safety worries, they come in for massive criticism.\u00a0<\/p>\n<p>&#8216;Samsung discovered this after its Night Owls ad featured a woman in headphones running through the city late at night, prompting Adidas to create an ad of its own shining a light on how ridiculous it is that 92 per cent of women don&#8217;t feel safe going for a run.&#8217;<\/p>\n<p>In a statement, Samsung told Femail: &#8216;The &#8220;Night Owls&#8221; campaign was designed with a positive message in mind: to celebrate individuality and freedom to exercise at all hours.<\/p>\n<p>&#8216;It was never our intention to be insensitive to ongoing conversations around women\u2019s safety.<\/p>\n<p>&#8216;As a global company with a diverse workforce, we apologise for how this may have been received.&#8217;<\/p>\n<p><span>Sainsbury\u2019s Tu \u2018Strolls after dark\u2019 from January 2023<\/span>\u00a0<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/i.dailymail.co.uk\/1s\/2023\/12\/15\/09\/66583107-12863695-The_store_had_installed_posters_in_hundreds_of_stores_across_the-a-21_1702631849660.jpg\" height=\"389\" width=\"634\"><\/p>\n<p>In January 2023, Sainsbury&#8217;s bowed to public anger and removed from stores a dress advert that sparked furious complaints that the supermarket was ignoring women\u2019s safety\u00a0<\/p>\n<p>In January 2023, Sainsbury&#8217;s bowed to public anger and removed from stores a dress advert that sparked furious complaints that the supermarket was ignoring women\u2019s safety.<\/p>\n<p>It had installed posters in hundreds of stores across the country for a \u00a324 dress from its new collection with the caption: \u2018For walks in the parks or strolls after dark.\u2019<\/p>\n<p>Bosses apologised and had the posters taken down after a furious backlash on social media.<\/p>\n<p>Lori said: &#8216;Such is the level of concern that even a seemingly innocuous Sainsbury&#8217;s Tu ad ended up being removed from stores after it was heavily criticised for making light of the dangers women face when walking alone at night.\u00a0<\/p>\n<p>&#8216;Clearly, women&#8217;s concerns about personal safety are not to be underestimated by advertisers.&#8217;<\/p>\n<p><span>2. MORE SPACE GIVEN TO MEN&#8230; EVEN IN CARTOONS\u00a0<\/span><\/p>\n<p><span>Christmas 2023 adverts like Aldi&#8217;s, John Lewis&#8217; and Coca-Cola&#8217;s\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/i.dailymail.co.uk\/1s\/2023\/12\/15\/09\/78996109-12863695-image-a-22_1702631943069.jpg\" height=\"357\" width=\"634\"><\/p>\n<p>Lori noted that this is plain to see in this year&#8217;s Christmas adverts &#8211; including Asda&#8217;s cheerful commercial that includes Michael Bubl\u00e9 (pictured) as their leading man, Rick Astley featuring in Sainsbury&#8217;s offering and Ryan Reynolds and Rob McElhenney in the M&amp;S Food ad<\/p>\n<p>Women make up just 37 per cent of the people who appear in adverts, according to BusinessDIT, while only 26 per cent of ads feature women in a lead role &#8211; and 5 per cent include only females on screen, whereas five times as many boast just men.<\/p>\n<p>Lori noted that this is plain to see in this year&#8217;s Christmas adverts &#8211; including Asda&#8217;s cheerful commercial that includes\u00a0Michael Bubl\u00e9 as their leading man,\u00a0Rick Astley featuring in\u00a0Sainsbury&#8217;s offering and\u00a0Ryan Reynolds and Rob McElhenney in the M&amp;S Food ad.<\/p>\n<p>&#8216;Coca-Cola singlehandedly boosted the male numbers with its &#8216;The World Needs More Santas&#8217; ad,&#8217; claimed the author.<\/p>\n<p>&#8216;And although Boots, Vodafone, Sainsbury&#8217;s and Amazon all use leading ladies, we see numerous male celebs including Michael Bubl\u00e9, Graham Norton, Rick Astley and even Ryan Reynolds and Rob McElhenney joining Dawn French for M&amp;S.\u00a0<\/p>\n<p>&#8216;Which brings us to hon-human characters. John Lewis&#8217;s Venus Fly Trap Snapper is sold as a &#8216;he&#8217;, just like Monty the Penguin, Buster the Boxer, Moz the Monster and Edgar The Dragon were.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/i.dailymail.co.uk\/1s\/2023\/12\/15\/09\/77451755-12863695-Released_in_November_Aldi_s_festive_ad_this_year_saw_Kevin_The_C-a-24_1702632096563.jpg\" height=\"357\" width=\"634\"><\/p>\n<p>Released in November, Aldi&#8217;s festive ad this year saw Kevin The Carrot tour William Conker&#8217;s Christmas factory with the likes of spoilt little sprout and greedy, gluttonous grape\u00a0<\/p>\n<p>&#8216;And one of the most successful and popular ads of the season features Aldi&#8217;s Kevin the Carrot, who&#8217;s been a big hit for the last few years.&#8217;<\/p>\n<p>Released in November, Aldi&#8217;s festive ad this year saw Kevin The Carrot tour William Conker&#8217;s Christmas factory with the likes of spoilt little sprout and greedy, gluttonous grape.<\/p>\n<p>It marked Kevin&#8217;s eighth year as the budget supermarket&#8217;s festive mascot.<\/p>\n<p>Narrated by acting legend Jim Broadbent in the style of a poem, the advert tells the story of Kevin&#8217;s trip to the factory alongside Grandpa Grate and four other competition winners.<\/p>\n<p>But Lori said: &#8216;Imagine if the norm was for half of advertising&#8217;s non-human characters to be female. It&#8217;s true that you can&#8217;t be what you can&#8217;t see, and the power of ads to break down barriers for women is huge.<\/p>\n<p>&#8216;Maybe it&#8217;s no wonder we don&#8217;t see more in ads, though, as in the UK, only 12 per cent of creative directors are female, according to Creative Equals.\u00a0<\/p>\n<p>&#8216;Even if the current rate of change doubled, we wouldn&#8217;t achieve WACL&#8217;s ambition of 50 per cent women in the top job in agencies until 2045.&#8217;<\/p>\n<p><span><span>3. WOMEN SEEN IN &#8216;CARING&#8217; ROLES MORE<\/span><\/span><\/p>\n<p><span>UK Government&#8217;s 2021 &#8216;Stay Home. Save Lives&#8217; ad\u00a0<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/i.dailymail.co.uk\/1s\/2023\/12\/15\/09\/38590204-12863695-The_Government_has_withdrawn_this_sexist_lockdown_poster_followi-a-25_1702632100735.jpg\" height=\"625\" width=\"634\"><\/p>\n<p>In 2021, the UK Government was forced to withdraw a &#8216;sexist&#8217; lockdown poster following a furious backlash over its depiction of women\u00a0<\/p>\n<p>In 2021, the UK Government was forced to withdraw a &#8216;sexist&#8217; lockdown poster following a furious backlash over its depiction of women.<\/p>\n<p>The poster showed one picture of a woman reclining in a man&#8217;s arms on the sofa followed by three images of women looking after children and cleaning.\u00a0<\/p>\n<p>One image illustrated a woman ironing while holding a baby, another showed a mother homeschooling her children and one depicted a woman wearing rubber gloves with her daughter sweeping the floor.\u00a0<\/p>\n<p>But it sparked outrage among campaigners, who said: &#8221;Mums&#8217; are not the only people juggling homes, childcare and work. This attitude sucks.&#8217;<\/p>\n<p>The poster was withdrawn amid increasing fury on social media. The Prime Minister&#8217;s official spokesman said: &#8216;It has been withdrawn and removed from the campaign.<\/p>\n<p>&#8216;I will make clear that it does not reflect the Government&#8217;s view on women which is why we have withdrawn it.&#8217;<\/p>\n<p>The schoolgirls\u00a0WACL spoke with didn&#8217;t &#8216;like ads\u00a0boxing women into kitchens and caring roles, as it gave boys and men ammunition to tell them that&#8217;s where they belonged,&#8217; said Lori.\u00a0<\/p>\n<p><span>4. TYPECAST AS PRETTY, SEXY OR SWEET<\/span><\/p>\n<p><span>Lancome x The Louvre, &#8216;Beauty is a Living Art&#8217;, from 2023 and\u00a0Kaia Gerber for Daisy, Marc Jacobs<\/span><\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/i.dailymail.co.uk\/1s\/2023\/12\/15\/09\/78996171-12863695-image-a-27_1702632155495.jpg\" height=\"440\" width=\"634\"><\/p>\n<p>Lori said: &#8216;Meanwhile, in perfume ads, for instance, middle aged men can be rugged and drive the action, while women can be sexy or sweet, but not much else.&#8217; She notes Johnny Depp for Dior Sauvage and Brad Pitt for Chanel no 5, compared to Whitney Peake for Chanel Coco Mademoiselle and Kaia Gerber for Daisy, Marc Jacobs (pictured)<\/p>\n<p>The schoolgirls WACL chatted to apparently said they&#8217;d love if adverts didn&#8217;t objectify women and adopt a &#8216;really narrow view of what looking good means&#8217;.<\/p>\n<p>Lori added: &#8216;Too often ads play the old shame game, suggesting that women should be thin, young, classically beautiful, with perfect hair, no body hair; and they should perform for the male gaze.\u00a0<\/p>\n<p>&#8216;Like Lancome x The Louvre, which features impossibly beautiful young women including Zendaya, wafting around like living works of art.<\/p>\n<p>&#8216;Female characters in ads are four times more likely to be shown in revealing clothing than men, and twice as likely to be visually or verbally objectified, with a quarter of all ads that feature women presenting them in a sexualised way.<\/p>\n<p>&#8216;Meanwhile, in perfume ads, for instance, middle aged men can be rugged and drive the action, while women can be sexy or sweet, but not much else.&#8217;<\/p>\n<p>She notes Johnny Depp for Dior Sauvage and Brad Pitt for Chanel no 5, compared to Whitney Peake for Chanel Coco Mademoiselle and Kaia Gerber for Daisy, Marc Jacobs.<\/p>\n<p>Source: <a href=\"https:\/\/www.dailymail.co.uk\/femail\/article-12863695\/Still-living-Mad-Men-age-ignoring-womens-safety-obsessing-leading-male-stars-advertising-campaigners-reveal-modern-day-commercials-guilty-sneaky-sexism.html\" target=\"_blank\" rel=\"noopener\">Read Full Article<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Still living in the Mad Men age! From ignoring women&#8217;s safety to obsessing over leading male stars, advertising campaigners reveal the modern-day commercials guilty of &#8216;sneaky sexism&#8217; Women in Advertising&hellip;<\/p>\n","protected":false},"author":2,"featured_media":243816,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[3],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Ad campaigners reveal modern-day commercials guilty of &amp;apos;sneaky sexism&amp;apos; - lovemainstream.com<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/lovemainstream.com\/lifestyle\/ad-campaigners-reveal-modern-day-commercials-guilty-of-sneaky-sexism\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ad campaigners reveal modern-day commercials guilty of &amp;apos;sneaky sexism&amp;apos; - lovemainstream.com\" \/>\n<meta property=\"og:description\" content=\"Still living in the Mad Men age! 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