Advertizing, the "education" that got/gets to us

[Skip Zilla]

Take a look at these 15 Sexist Vintage Ads and ask yourself how popular cultural values are spread among us of all genders--even today. The question, for those like me who want the cultural change toward more socially progressive and environmentally sustainable values with which to live everyday lives and to dream personal dreams, is how our public media/education does acculturate us and form us in subliminal ways. In what ways are our youngsters and ourselves learning who we are personally and socially?

[Ian Carmichael]

Scary indeed. And what do we 'let through' now! Mind you - it used to be the ads which were suggestive and sexist beyond the programs - now the programs if you take a minute to deconstruct them are astounding - from crime drama, full covered so-so men, strappy-clad gorgeous girls. And the 'action' movies? And the 'comedy' ?
But, back to the ads: few years ago, there was a series of ads shown in Australia (for Cougar bourbon) that were so sexist that the general outrage got them removed. Even the average redneck found them offensive. But, I do wonder how much more 'progressive' we've become.

[Skip Zilla]

My aim in posting this was to emphasize the most significant way we're educated in society--commercial advertising which is so pervasive/intrusive that we hardly recognize the cultural messages it contains.
When I think of these sexist ads of the past, I'm struck how acceptable/unremarkable they were then but now how objectionable they are, except for a few loony misogynists among us.

[Vincent Mespoulet]

amazing... we have in France a special site dedicated to the fight against sexist Ads, by a feminist group, "Les Chiennes de garde" (untranslatable, a play on words between bitch and guard dog !!!)

here is their manifesto in english:

Just say NO to sexist advertising !
A few recent french examples :

« He’s got the money, he’s got the car, he’ll get the woman » (for a car)
« You say ‘no’, but we hear ‘yes’ » (for a chocolate, caption under a photo of a naked model with “chocolate-colored” skin)
« Your fiancée’s mouth will drop open » (under a photo of an inflatable doll with an open mouth, for a portable phone)
A wolfhound licking a woman’s body (for a fashion designer)
« Even whipped or beaten, Babette stays creamy » (for a brand of heavy cream)

Advertising trivializes images of bodies, particularly women’s bodies, and scenes of sex and violence. Ad people offer them up for every conceivable product (from yogurts to cars, and more). Hiding behind the pretext of “creativity” they impose their norms and their fantasies. Advertising people reinforce sexist clichés :

# ...by reducing women to the roles of “mother or whore”, “child or slut”, “angel or devil”, “mistress or slave”, “housewife or sex object
# ...by portraying women together as jealous rivals or exhibitionist lesbians
# ...by presenting men as machos obsessed with power, sugar daddies, or sex objects
# ...by reinforcing the association passivity/girls, activity/boys

WE HAVE HAD ENOUGH!

We say NO to degrading, debasing and de-humanizing
representations of human beings and their relationships !

No, advertising people haven't cornered the market on rights!
No, human bodies are neither sex objects nor merchandise !
Yes to sexuality, a dialogue of desire between people !
Yes to respecting human beings !

We will not buy the products
promoted with sexist advertising.

In signing this Manifesto, we the undersigned are calling:

1. For everyone, male and female, to react to sexist ads and to boycott the products they promote. We will respond to this violence by refusing to buy what these ads want us to buy.
2. For advertising agencies and their customers to make a commitment to stop representing human beings in a degrading, debasing or de-humanizing manner.
3. For the media to refuse to publish or broadcast sexist advertising.
4. For legislators to take the necessary measures to stop sexist advertising :
- by encouraging advertising agencies, their customers and the media to adopt a code of good conduct, drawn up in collaboration with feminists who have signed this manifesto,
- by voting a law against sexism to establish a legal framework for advertising.