Post on 15-May-2015
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!