The women's rights organization Terre des
Femmes has published a new leaflet entitled "Sexism Sells!?"
published. The following are shown with the help of concrete examples
different types of advertising, which the organization considers sexist
classifies. "We have been dealing with this issue for several years",
explained Regina Probst, executive director of Terre des Femmes.
"This short booklet brings together the findings and, based on
of different categories as handy results as possible." Up to now
the analysis of sexist advertising in the public debate
spongy and rather individual. The categorization allows a
better argumentation.
Posters, commercials and advertisements were examined for this, among other things,
whether they follow the mechanisms of pure "sex sells", i.e. with sparse
for any product, whether they are in the public eye or not.
Pornographic drift or depict devaluation as gender per se.
The latter scheme is not only discriminatory for women, when they are given
via advertising, for example, once again wastefulness
men are also the victims of stereotyping, and that the
FALL. "What caught our eye was a poster showing the backward-facing
Evolution from man to primate shows as soon as the man bare skin
sees," Probst explained. Increasingly, Terre des Femmes is also making
so-called double messages: On the surface, the woman is seen as a
self-confidently and independently presented, on closer inspection
However, it is recognizable that outdated role relationships are being cemented.
would. "Neither the categories themselves nor terms like.
Double messages, however, were invented by Terre des Femmes. We have on
already existing analyses, for example from Swiss
Equality Offices or Terre des Femmes Germany, built up and
complements them," Probst specified.
The new brochure is also intended to bring up the question of whether advertising
with borrowings from the erotic business was allowed at all. "That
Consumption of pornographic products is legally bound to a
Minimum age bound. Public advertising with pornographic
Impact, however, is freely accessible to people of all ages. Would it have to
not even be banned for that reason?", says the leaflet.
provocative. The organization is also concerned about young women. "At
Growing up, all the images of perfect bodies to which they are
constantly encountered in advertising, trigger dangerous feelings. Almost
every second woman finds herself too fat," Probst emphasized. Premise of the
Terre des Femmes research is that advertising influences thinking and
and thus helps to shape the understanding of the role. The new
eight-page brochure contains an entire checklist of the
circumstances that make advertising sexist. In an integrated
Protest card, people are encouraged to respond, for example.
to lodge a complaint with the Fairness Commission if they have been
advertising sours. Terre des Femmes is also calling for a
state's specialist sexism unit, which is to ensure that in the future,
that gender-discriminatory excesses in advertising and in the
media would be stopped. The organization is in contact with a
Parliamentarian planning a move in this direction. Probst
envisages a legal order in the style of the anti-racism law, as
sexism is discrimination with the same roots as racism.
With the Fairness Commission as an organ of self-regulation in
Probst is not satisfied with advertising matters: "In decisions concerning
Complaints about sexist advertising simply reaches the commission
not the necessary quality. Proceedings against discriminatory practices against women
advertising are partly decided only by men; at the same time it would be
It is important that the number of women in such a body is at least
are equally represented." Terre des Sociétés hopes that a specialist unit will
Femmes a greater competence in such matters, because from state
Binding guidelines are established and controlled because of
could.
Piero Schäfer, spokesman for the Fairness Commission, sees things
somewhat differently: "We have our principles according to which we decide.
We can't just overturn those because they might be
aren't drastic enough for someone." He said it was true that the representatives
of the male sex in the various chambers in the majority
but there are also women in the commission. "Since
Last year, a staff member of the Equal Opportunity Office also
of the City of Zurich member of the Fairness Commission," explained
Schäfer. He is convinced that the men will understand the facts just as well as the men.
could decide competently. "We have in several cases
condemns sexist advertising. Important for us is the context: A
Woman in bikini promoting a motorcycle is out of place.
Underwear, however, is worn on the body, it can and should be
may therefore be presented in advertising on a woman's body."
This argument is not valid for the Terre des Femmes managing director.
again too short: "That is an abbreviated presentation. After all, it comes
how a woman or even a man is depicted, and on the
the message of all the advertising regarding gender," stressed
Regina Probst. Especially for the treatment of such issues, she says, a
Decision-making body with in-depth gender expertise needed.
Carole Scheidegger
