Study on Sexist Advertising
In this report we will try mainly to the sexist issue used in discos generally to achieve purely economic benefits, a topic that today is quite commented and that enjoys a lot of popularity. The report will revolve around issues such as equality, the struggle to avoid sexist appropriations and how these inequities occur in discos.
The objectives that we intend to achieve with the elaboration of this report are several, in the first place we want.
Second, we seek to raise awareness of the population of the serious problem suffered by society with the idealization of women and as many companies and entities show off to obtain economic benefit.
Finally we want to analyze how this sexist advertising can affect some aspects of everyday life such as the man-woman relationship, values, language ..
As we are not in favor of sexist advertising that is generated in discos, we intend to convince and raise awareness through this report that the position of women and that of men has to be egalitarian so this differentiation should end in theAdvertising and in society in general.
What is sexism?
We can find millions of definitions about what sexism is, but none will become the correct. Next, we will define it from certain sources.
First, the Royal Spanish Academy (2001), contemplates the following meanings as a concept of sexism:
- Preponderant attention to sex in any aspect of life.
- Discrimination of people from one sex for considering it lower than the other.
Following the RAE, sexism is present in various forms, one of them, is machismo, which is the attracting attitude of men with respect to women. Machismo is the cause of various factors that are part of society.
Another definition, according to the National Women’s Institute, is said that sexism are those practices and attitudes that cause differentiated treatment to people depending on their sex. These practices mainly affect women given the validity of cultural beliefs that consider them lower or unequal to men by nature. The way these beliefs are reflected in language and everyday practices gives rise to sexism.
Also, according to the director of the University Master in Gender and Equality, Lina Gálvez, “Sexism is the idea that men are superior to women both physical and morally and intellectually, and that women are in the world to content,Take care and like men "
Sexist advertising
Muñoz-Muñoz (2011: 5), argues that sexist advertising is “the one that represents women unworthy, either using their body particularly and directly as an object that does not have a direct relationship with the product that is intended to promote orWell using her image to associate her with behaviors traditionally assigned to women in a discriminatory way ‘.
According to the ARCE program, grouping of educational centers, the main characteristics presented by a sexist announcement are the following (Are program, 2011: 10):
- Ads that make the most transparent woman under the male gender and through language.
- Advertising posters that sometimes include messages that despise and undervalue women.
- Advertising where the figure of women is taken as a man’s subordinate, where this is the one who makes decisions.
- They promote the idea that women are maintained by men and identify women as mothers and housewives.
Sexist advertising in discos
- A classic to attract young children to discos is to use the female figure, where various strategies are used for this.
- One of the many strategies, is that in some discos there is the promotion where they enter free and they must pay the entrance.
- Another method normally used is parties where dance competitions or thematic parties that are based on female image are made.
These types of practices continue to show sexism that manifests indirectly in society which entails the breach of Law 7/2010, of March 31, General of Audiovisual Communication in its Art.4.2: “Audiovisual communication can never encourage hate or discrimination by gender reason or any personal or social circumstance and must be respectful of human dignity and constitutional values, with special attention to the eradication of behaviors that are favored by situations of inequalityWomen’s".
Due to the breach of this law, the IOM in 2017 denounces cases of sexist advertising, collects claims disintected by sex, media and sector. “In the last published report you can see how more 58.9 % of the complaints are related to the treatment of women in advertising. Most of them are made by private users, who directly denounce advertisers (62.6 %) ".
As a significant fact it could be noted that the predominant sex of the complainants is feminine, assuming more than 80 % about a total of 891 complaints about this parameter."
On the other hand we find different studies (Well, 1996; Subirats, 1998; Women Action, 2000; Martínez, 2002) in which traditional stereotypes persist on the role of female gender in the representation made of women in different mediaCommunication. Women continue to be relegated to the private scope.
The advertising of discos causes a great psychological effect on the young population. It imposes women a difficult beauty canon, which can become a discriminatory message for those who do not fit it, when it is presented as a necessary requirement to succeed.
A current example of this problem is the sanction received by a disco after the announcement of a job offer where the image of the woman is denigrated. According to the “Public” digital media, the CCOO union denounced a job offer of this disco published in June 2017 in which he asked for “waitresses and girls for the closet” and in which it was required to “be beautiful and with a good physicist”.
Finally, we can confirm the current bad trend between the youngest population, the normalization of sexist thoughts, especially by the male gender, where it is not unusual or evil, the fact of using women as an object to obtainAn economic benefit, which denotes that despite the advances that society is suffering from the subject sexism, there is still a serious problem.
In addition, we find that the female gender is more aware of the serious problem, and only a small minority affirms the violence that women suffer in advertising, and in life in general.
In general, we can affirm that there is a lot.
Leave feedback