23:22Public event in Moscow calls attention to the problem of sexism in advertising
On September 23, which is Advertisers’ Day in Russia, there was a public demonstration against sexist advertising on Gogol Boulevard in Moscow organized the pressure group Pro Feminism.
Sexist advertising in Russian Federation dominates the market. It uses outmoded images of women and supports patriarchal stereotypes.
Images of women in advertising tend to be associated with children and housework, and even in this area the women are mostly helped by highly experienced men. For example in the advert for ‘Tide’ washing powder a woman berates her child for having a dirty t-shirt. But when a male expert arrives with some Tide, the woman becomes a good mother and stops shouting at the child.
To take some examples:
In one ad an accessories shop displays a naked woman in a poster together with goods, and the slogan: "Emergency Accessories for Life”
"A naked woman, the scent of pine, and mandarins, what a magical life. Happy new year, stud”. (from a Night-club party ad).
lesson” - a gym billboard, in which a
woman caresses a man lying down.
"I suck it off for a kopeck.” An advertisement for a vacuum cleaner.
Advertising encourages women to become obsessed with beauty, starvation diets, and swallowing handfuls of pills, and many girls have been hospitalized with anorexia, in an attempt to get closer to this idealized form of womanhood.
Sexist advertising fosters stereotyped thinking and objectivizes and degrades women. Regardless of what a girl's thoughts and beliefs may be, their priorities change to looking like pin-ups. Regardless of a man’s character, all that is important is that he is successful and wealthy.
For these reasons, the group Pro Feminism decided to support Russian Advertisers’ Day by distributing greetings cards with a message.
in Russia was Advertisers’ Day. Activists from our group "Pro
Feminism," sent greetings cards to the largest Russian advertising agency
with calls for employees to reject sexist advertising. We also asked the users
of LiveJournal to support this action.
On October 23 some members of our group also held a public protest on Gogol Boulevard in central Moscow. Activists handed out leaflets to passers-by while carrying placards against sexist advertising, and explained to interested passers-by the meaning of "sexism" and why it is detrimental to society.
Our slogans included:
product doesn’t need sexist advertising.
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