Sexism in advertising

Sexism in advertising

Alina Yschenko

Marina Beznosiyk

Kyiv National University of Technolgies and Design

The types of advertising control in Ukraine

Law “On Advertising”

Law “On Television and

Radio Broadcasting”

The Law“On Protection

of Public Moral”

Advertising social

organizationsInternational Code

of Advertising Practice

of the International Chamber of Commerce

The European Advertising

Standards Alliance(EASA)

A woman and a man are

described as a decoration and sexual

object

Sexism advertising

Advertising of the ceramic tile АТЕМ

Sexism advertising

A woman is described as a

decoration and a sexual

object

Advertising of the ceramic tile АТЕМ

Sexism advertising

Advertising of the sushi bar Якитория

An ambiguityand absence

of an consumption

motive

Advertising of the sushi bar Якитория

Sexism advertising

An ambiguityand absence

of an consumption

motive

includes references to sexuality of people, although they have no connection to the advertised product

Sexism advertising

Mercedes – Benz  S – class with 8 safety cushions

Sexism advertising

It deepens if person’s sexuality is depicted or described humiliating

through language, pose, verbal or nonverbal hints

Advertising of the Trainers Puma

Sexism advertising

Advertising of the condoms Trojan

describes men in such a way that

degrades the human dignity

Sexism in advertising is expressed when:

certain abilities of male and female are denied

It provokes

forming of some stereotypes: a woman is always beauty with a model look; a man is rich and with an athletic build nervous prostration in children and teenagers which want to follow the advertising ideals

Self-regulatory system

a code of standards or set of guiding principles governing the content of advertisements

a system for the adoption, review and application of the code or principles.

Self-regulatory system in Ukraine September 30, 2011 - the Standards of

nondiscriminatory advertisement by the sexual character were signed by the leading organizations in the field of advertising and marketing

Standards of nondiscriminatory advertisement by the sexual character

■ the criteria to be taken into account during the advertisement production;

■ a mechanism of complaint administration;

■ the managerial principles preventing the appearance of sexism advertisement;

■ organization of work of the complaints committee or the jury responsible for authoritative interpretations of the code.

Thank you for your attention!