Why is will no longer Housewives
The woman doesn’t belong in the kitchen or in the bedroom. European countries one after another are forbidden to show in the ad as ladies do the cleaning, while the men make a mess. “Газета.Ru” is about fighting sexism on the posters.
In the UK proposed to ban sexist advertising. From advertising sites can disappear the videos and posters that plays on stereotypes about the division of gender roles and represent women as an object. To show that a woman’s place is in the kitchen (with a pan or cloth), to estimate their figures to represent their narrow-minded, dependent, unable to cope with the technology or do science would be impossible — for this stands the British advertising standards Governance (ASA — Advertising Standards Authority), ready to deal with the promotion of gender stereotypes that are still used in advertising.
This happened after the publication of a study on including the image of women in advertising, his Agency has done in conjunction with research firm GfK.
Our review shows that certain gender stereotypes presented in advertising, can harm adults and detamble Similator research
“Such images restrict how people see themselves and how others see them, what life decisions they make. More stringent standards in the areas that we have identified, reduce harm and bring the confidence that modern society presents to them better.”
At the suggestion of ASA, the ad cannot be shown, for example, as a family of messes and does the cleaning woman or as a man unable to cope with the housework and raising children — because these stories impose stereotypes on gender roles.
Now another British body supervising the advertising contents, — the Committee of advertising practice (Committee of Advertising Practice) — will need to develop clear rules by which to identify sexism in advertising.
Britain not the first country to tread on the path of struggle against the degradation of women in advertising.
A month ago, on 20 June it became known that to defeat sexism are planning in Germany.
More precisely, in Berlin: to ban controversial posters want in the city Senate — the initiative belongs to a coalition that included social Democrats, green and the representatives of the left party Die Linke. They are protesting against the billboards, on which women are depicted as weak, prone to tantrums, unable to make decisions and naive.
However, this idea has its opponents — for example, representatives of the CDU, led by Angela Merkel, argue that politicians have no right to interfere in the free advertising market.
Victoire en #ConseildeParis !!! @JCDecaux_France s engage à ne plus diffuser de publicités sexistes, discriminatoires, LGBTphobes à @Paris ! pic.twitter.com/JaB84u2jaG
— Hélène Bidard (@Helenebidard) 28 Mar 2017
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But in Paris, the sexism in advertising was banned in the spring and the decision was taken by the city Council on March 28.
The reason was the scandal associated with is Saint Laurent, which appeared in Paris three weeks before its genre was described as “porn chic.”