By Lauren Gurrieri, Helen Cherrier, Jan Brace-Govan
Advertisers, challenged with cutting through a cluttered marketing environment, sometimes aim to shock. Unfortunately while their aim may be to get their client noticed, our research shows they continue to glorify the violent exploitation of women.
This is despite increasing community support, matched by public policy efforts to counter violence against women.
Flick through any glossy high fashion magazine today, and you will be confronted with images of women who have been assaulted, brutalised or murdered.
Not only are advertisements that feature sex and violence bad for business, but more importantly they are causing damage by normalising violence against women.
In our study, we examined how advertisements that depict violence against women shape women’s subjectivities. We found that women were positioned in three ways – as “teases” who despite the violent contexts suggestively offer a promise of sexual intimacy (e.g. this Dolce et Gabanna advertisement), as “pieces of meat” dehumanised in order to be controlled, dominated and consumed (e.g. this Beymen Blender advertisement) and as “conquered” subjects who are submissive, vulnerable and psychologically adrift (e.g. this advertisement by Fluid salon).
Representing women as sexualised, zoomorphic and subjugated beings fosters a rape culture in which treating women in degrading ways through the use of violence is considered acceptable. By communicating that it is ok to dominate, sexually touch and assault women, violent advertising representations undervalue the right of a woman to say no. In turn, the taboo of violence against women is not only weakened but questioned.
When the inevitable public backlash arises against such advertisements, how does business respond? More often than not, they dine out on the free publicity generated until the tide begins to turn against them.
In our study, we analysed the public statements offered by advertising agencies and their clients when they were asked to justify violent advertising representations.
Essentially, businesses either attempt to subvert interpretations of the representations by positioning the violence as “art,” make authority claims to discredit those who speak out against the advertisement, or deny responsibility for the “unintended consequences”. They use public relations spin, such as insincere apologies or donations to women’s charities. In some cases they choose to remain completely silent on the issue. In other words, business either diverts the focus to those offended by the advertisement or seeks to minimise its role in the outcry.
Since the advertising industry is self-regulated, action is either too little or too late. Compounding this is the industry’s long and chequered history in fostering a culture of sexual objectification of girls and women.
Advertisers need to catch up with contemporary attitudes that there is no place for misogyny, sexism and violence against women in advertising, as the recent case of Wicked Campers demonstrates.
The repeated and widespread use of violent representations of women in advertising can dangerously perturb how we understand women and their right to be portrayed in manner that respects their safety. It counters the broader efforts of legislation, the media and social marketing campaigns to combat violence against women.
If advertisers are to profit and benefit from their role as cultural intermediaries, they must shoulder their responsibilities as well.
One agency has taken a stand on the issue of objectifying women in advertising. However, with little other change on the horizon, public policy efforts and continued consumer activism are needed to bring greater accountability for ethical representations in advertising practice to the fore.
Creative Commons Attribution. https://theconversation.com/why-is-the-advertising-industry-still-promoting-violence-against-women-64086
A code of ethics that ignores sexism is a roadblock to equality
In Australia we have a self regulatory advertising system. This system is in place to (supposedly) ensure that “advertisements and other forms of marketing communications are legal, decent, honest and truthful and that they have been prepared with a sense of obligation to the consumer and society and a sense of fairness and responsibility to competitors.”
As part of this system a ‘code of ethics’ was drawn up. Each time a complaint is made the Advertising Standards Board goes back to this code to see if the ad is in breach of one or more of the codes. But how effective can the code of ethics be when it completely ignores sexism?
The research is quite clear that sexually objectifying portrayals of women are harmful.
The Advertising Standards Board are giving the green light to harmful advertising because the code of ethics that was originally put together is missing sexism and objectification.
Sign the petition today to call on the Advertising Standards Bureau and the Australian Association of National Advertisers to revise the code and stop allowing harmful content.
See also: ‘You look so good in blood: violence against women is so hot right now’ MTR
‘Give this ad the boot’, MTR, ABC News – (about the Loula add in Harpers Bazaar).
One Response
Australia’s Advertising Standards Board has the same remit as UK’s Advertising Standards Agency. Both are owned and controlled by the huge male controlled/male owned advertising industry and both are ‘self serving’ in that they promote/condone male interests.
This is why misogyny meaning male hatred/male contempt for women is not considered a violation of mens’ standards and why Australia’s Advertising Standards Board and UK’s ASA have the same male speak language. Because as usual it is the men who decide what is ‘legal, decent. honest and truthful’ because they believe only males’ lived experiences define what is ‘legal, decent, honest etc. etc.!’
Only reason why white men’s advertising industry changed from portraying non-white men as dehumanised objects is because ‘racism’ is an issue which affects non-white men and hence it is real and important to males. Of course non-white women aren’t human according to men so therefore they don’t experience ‘racism!’
However, women in mens’ view aren’t human because we only exist to sell products and the easiest way is by showing women as either mens’ dehumanised sexual service stations or else as female body parts!
Mens’ advertising agencies interestingly does not eroticise male on male sexual violence because they know the men would object – but eroticising male sexual violence against women in order to sell mundane products is supposedly fine because it is ‘decent; legal and honest’ according to the Male Supremacist Australian Advertising Board!
So heads men win tails men win as usual because they are the ones defining ‘decency and honesty and ignoring promotion of male hatred/male contempt for women because our sex is female!