The first advertisement by Tom Ford presents a scene from an every-day life where a woman’s role is limited to household activities. She is ironing the man’s pants while he is reading a newspaper. This piece of advertising is an example of stereotypical gender roles and sexism toward women, who, according to the stereotype, are supposed to provide services and care. Moreover, the woman is naked, which makes her an object of sexuality and lust.
The commercial by Dolce and Gabbana features an Asian woman who is dressed in an elegant dress and wears lavish jewelry. She attempts to eat various dishes with chopsticks but eventually fails. The video broadcasted in China has traditional music playing in the background that highlights the absurdity of the situation. It is an example of cultural bias and racism, portraying Asians as someone unable to adapt to other, for example, European, traditions.
Nakshatra Diamond Jewellery created a poster for Valentine’s Day that symbolically displays a female body. This advertisement objectifies women and treats them as commodities that can be bought in exchange for material things. Moreover, it dwells on a stereotype based on the assumption that all women want jewelry.
The advertisement by the Evisu fashion brand demonstrates an albino African man holding a woman on his shoulders. The model is wearing full-body nude tights and has a lifeless facial expression. This illustration objectifies women and reinforces gender roles where men are regarded as superior. In addition, there is a reference to the African culture, which is often considered to be primitive. In this case, the albino African male performs the role of a hunter.
The BMW commercial depicts a couple lying in bed where a woman is compared to a desirable item. The picture of a new BMW model covers her face completely. This advertisement marginalizes women because they, supposedly, possess nothing more valuable than their appearance and physical attractiveness. Women are supposed to satisfy the needs of a male partner according to accepted gender roles in a patriarchal society.
Mariner Watches employs a sexist narrative to promote their product – luxury watches. The woman is a recipient and has to obey men and meet their expectations. The man in the picture almost grips the woman’s neck to control her. The commercial utilizes sexually objectifying imagery to highlight the unavoidable division between men and women.
Advertising and marketing aim at changing or shaping consumers’ attitudes to products and services. Companies need to understand the values and preferences of potential customers to establish communication channels. Consequently, there is a tendency to use stereotypes and double standards prevalent in society to create easy-to-understand content. The rapid development of online marketing leads to the growing number of advertising campaigns that appear almost every day. Therefore, it is becoming difficult for people to separate negative sexist or culturally biased messages from positive and inspirational.
Marginalization in advertising is gaining momentum because marketing specialists are looking for a way to attract attention. The human brain tends to make decisions in the blink of an eye or, in other words, subconsciously. Large advertisers rely on this knowledge and do not adapt promotional campaigns to different cultural norms. Moreover, it is economically viable to produce content for the general audience regardless of their ethnic background or sexual orientation. Influencers popular on social media are profit-oriented and, therefore, advertise products that will generate more money.
Historically, commercials exploited the traditional vision of family and related gender roles. Advertisements of fast-moving consumer goods like detergent, flour, or milk showed a woman in the role of a housewife or a mother. Stereotypes have the power to define socially acceptable behavior and form gender identities. It is necessary to acknowledge that advertising reflects culture, traditions, and social norms. Traditional societies adhere to the masculine model of a relationship when a man is the ultimate breadwinner. Women, in turn, are concerned about getting married and becoming a mother. Nowadays, values and attitudes start to change, and the audience is more sensitive to these issues. Advertisers receive feedback and have to react correctly and without delay.
Governmental regulation of inappropriate or sexist commercials is one of the tools to discourage marginalization. Relevant governmental policies and guidelines can have a profound impact on the future of fair and transparent marketing. Furthermore, companies need to develop a new code of ethics for the industry to reduce unfavorable or judgmental imagery. However, individuals should also seek the elimination of double standards and demand equal opportunities for everybody. Society as a whole has to be ready to confront objectification, racial segregation, and sexist messages.
I will be more conscious and attentive to the enterprises and brands creating offensive posters and videos. I am sure it is essential to bring up this subject and communicate with companies about their misinterpretations and failures. Even though companies are driven by rising profits, they will have to react to public opinion. If they do not respond, they will lose potential customers. The way people live today is transforming the social context, especially concerning the new generation. Young adults are not afraid to express their opinion, break gender biases, and support underprivileged communities. Advertising is a powerful tool that can also help build a better society of tomorrow.