Australian advertising that depicts women as sole cleaners of household mess and men failing at simple household tasks may be in breach of the Code of Ethics, following a new guidance from the industry’s peak advertising body. The Australian Association of National Advertisers (AANA) has issued the guidance to marketers and advertisers around gender stereotyping in a bid to ensure advertising does not reinforce negative stereotypes.
The reactive campaign for the National Centre for Domestic Violence features images of national flags imprinted onto women’s faces in blood. The England poster, for instance, features blood running from a woman’s nose, forming the St George’s flag across her face. Other executions in the works will riff off the flags of Japan and Switzerland. The work comes from insight that reports of domestic violence increase 26% when England play and 38% when England lose.
Hong Kong brand Giordano found itself in hot water in May after it published an ad campaign on Facebook that would have made even the most sexist of Mad Men execs blush. The 'Team Family Series' ad showed a family posing together, with the mum wearing a T-shirt emblazoned with the word ‘Cook’. The dad’s shirt read 'Work'. Unsurprisingly, the brand was forced to remove the ad after attracting howls of protest by outraged social media users, who branded the campaign ‘disgraceful’, ‘sexist’ and ‘unforgivable’, among other less-than-flattering adjectives.
Bravo recently announced a new reality TV show where “women and their families will be transported back into a traditional decade where men made the money, women made the home, and teenagers actually did as they were told. In living through the ‘golden age’ of Sixties family life, the cast will discover if more time spent together, traditional husband and wife roles, and no digital distractions might actually improve their chaotic lives and even fix their relationships,” according to The Wrap.
The campaign brings female versions of some of the most iconic billionaires on its list. The point is that if some billionaires were women, their respective companies wouldn’t exist and they would be clients of their competitors, due to the lack of incentives, a reflection of sexism in the workforce. To illustrate that insight, the ads present female versions of three of today’s top entrepreneurs – Jeff Bezos, Amazon’s founder, receiving a package from Ebay, the female version of Elon Musk, of Tesla, driving a Toyota Prius, and the female version of Larry Page, Google’s co-founder, accessing Yahoo.
“Women absolutely have a different lived experience than men, women have a different way of seeing than men, we think about the world differently and have different personal experiences and so our work will be different, inherently, than the work of men,” she says. “Making sure that that balance is shown in the mainstream media is critical and unfortunately that’s not true right now. We have prioritised a very specific way of seeing that unfortunately is very masculine and very Western.”