I’ve had the tv on for a fair amount of time over the past few weeks, partly as background noise and partly to fill my time when I have been unable to do tasks I want to because of my injured shoulder. In that time I have seen a large number of adverts, which is what I want to talk about today.
Does sexism still exist, especially in advertising? From all of the adverts I have seen I am pretty sure that the answer is yes. I’ve seen adverts for weight loss aids, healthy eating plans, skincare in the form of facial treatments to shower gels and moisturisers, haircare, clothing, shoes and accessories, these adverts have predominantly featured women and been aimed at women.
Advertising seems to be one market that, should an alien being watch, they may come to the conclusion that women are obsessed with their looks and not much else. All of the women I know or have met, at any stage in their life, are a lot less superficial than the adverts will have you believe. Women have hobbies and interests, some like to go running, camping, to gigs, motorbiking, gardening, others may be the main fixer of things, researcher, reader, gamer, so why do these kinds of advert still exist?
From my general experience, men have skincare concerns and may want to take better care of their skin (shaving aside), men shower and use shampoo, some even use conditioner, men may want to lose weight or eat more healthy, men buy clothes, shoes and accessories so why are we not seeing an equal amount of this kind of advert being targeted at men?
It’s no wonder that women feel under pressure to look a certain way, buy into the latest fashion fads and spend so much time in the bathroom either getting rid of hair or covering up the ones they do have with another colour. And it is no surprise that so many women have body hangups when we see this kind of advertising day in day out.
Are we ever able to escape this nonsense without having to get rid of our televisions, avoid magazines and cancel our internet subscriptions?
If you have any thoughts on anything raised here, let me know in the comments! I’d be interested to hear your thoughts on this!
I wrote a similar post a while ago about targeted advertising which you can read here.