If advertisers often show an uninhibited all the more shocking sexism that spans the
public square or televisions millions of copies, these depictions of women are primarily a
reflection of trends rooted transformed in selling. ---- From time to time, feminist
Internet ignites about sexist advertising. Or rather pubs more sexist than others: women
compared with hyenas giggling on a couch, the clich? Numericable the versatility of women,
pink Stabilo... ---- Almost all ads are sexist, whatever the product advertised: women
confined to domestic roles and men comically incompetent and genetically (washing label
t-shirts advising to give his mother know what to do); transformed into objects women
(bust trash bag "lean and mean" the General Council of Moselle); women treated as objects
(the woman four breasts for two touch surfaces console); sexualization of everything and
anything (and luscious mouth open with fingers resting on the edge, on a pub radio, the
point G in the wardrobe of 3 Suisses); use of gender stereotypes (the car rental company
Sixt using the reputation of poor conductors women), gendered marketing (pink objects with
curves, pens, mouse, USB, cars even for women), violence aestheticized (perfume Lolita
Lempecke, Dolce and Gabbana) the list is endless of the sexist use of women.
It is quite normal that pubs are sexist. They are the communication of commercial
capitalism, they talk about products and brands to convince us to buy, they do not claim
to change the world or convey progressive values, they use state of society, the clich?s
and jokes have over the usual codes of seduction.
The company is sexist, the pub is the
Pubs for fashion products, cosmetics, beauty products known are necessarily sexist because
the objects are promoted. The whole industry is based on the idea that women are not
pretty enough, thin, tanned, young, stylish... and they should spend their money, their
time and energy trying to improve things. These pubs are designed to generate frustration
and poor self-image, which can not be overcome in purchasing.
The company is sexist, the pub is so. But it is not only the image of the company. If
undergo regular advertising a product or brand can make to buy, sexist hype that
accompanies the promotion of products inevitably has an effect of reinforcing stereotypes
hammered.
Fight against the worst commercials in terms of image of women is sometimes effective, an
ad is removed and it even happens that brands make excuses. Until next advertising.
Is patriarchy and capitalism that must be fought, two systems that combine to degrade and
exploit the image of women.
Christine (AL Orne)
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» (en) France, Alternative Libertaire AL #238 - Capitalist patriarchy-Pubs gender: a pleonasm (fr, pt)