World Federation of Advertisers releases guide to fight gender stereotyping
The World Federation of Advertisers has launched a new guide to help brands ensure their advertising reflects a more progressive portrayal of both sexes.
Released at the WFA’s Global Marketer Week conference in Tokyo overnight, ‘A Guide to Progressive Gender Portrayals in Advertising’ makes a social and business case for ‘unstereotyping’ ads, including real life case studies and actionable tips for brand marketers.
Australia has largely moved beyond acceptance of extremely objectifying ads for products with no inherent connection with sex. Supplied, CC BY-NC-SA
The WFA’s move comes after the UK Advertising Standards Authority announced it would tighten its rules on gender stereotyping this year.
Who are these arrogant, self-appointed barometers of society’s values? Who asked them? The people sure didn’t. Like aristocracies of old, they sit in ivory towers pronouncing what’s acceptable and what in their view isn’t. It’s time to shut them all down, and let the market decide.
Is Paul Wallbank implying that a beautiful blonde woman with killer legs isn’t capable of riding a large motorbike? Or eat a Chiko roll? Okay the Chiko roll’s unlikely with her figure. But are we not just substituting one form of sexism with another? Discriminating against young women who are blessed with beauty and seek to monetise it, is the real crime. They have rights too, and ugly, jealous ivory-tower dwellers need to respect those rights.
Right, she’s so likely to ride that motorbike in tiny shorts