When you think about it, most of the adverts on TV are aimed at women. Seeing as women are still more likely to do the weekly shop than men, everything from toilet cleaner to painkillers is aimed at them. Adverts aimed at women used to look like this:
Since then TV advertising has evolved, though not necessarily become less sexist. Adverts for Flash started to feature men doing the cleaning, but the overall message was that cleaning is actually easy and can be done during half time of a football match, which is untrue. Some adverts swung too far in the other direction, like the Oven Pride advert with the tagline: 'so easy, even a man can do it!'
Christmas adverts are always full of stereotypes and therefore often accused of sexism. Even M&S hasn't escaped criticism, with a male actor referring to 'a nice stuffed bird' before the camera cut to a model in underwear. This year, it's the supermarkets who have offended.
First up, Morrisons:
Some praise the advert for representing Christmas as it 'really is'. The thing which seems to make it work is the magical realism - the realistic nature of the woman's grey, tired skin juxtaposed with a boxing turkey and a never-ending cupboard. This suggests the advert is supposed to be funny and it's also quite clever. However, there's something depressing about it. She looks knackered. She sounds like she barely has the energy to speak. And yet, when she finally makes it to Christmas day, she admits she 'wouldn't have it any other way.' So it's fine that she's on the verge of a nervous breakdown. She loves it really. The ASA have received complaints about this advert but they won't be investigating it any further. The main concern actually seems to be more to do with the representation of men - they are lazy and useless, and contribute nothing to Christmas. The useless man stereotype is very common in advertising.
Next in the firing line, ASDA. This advert is being investigated as there were many complaints to the ASA. It has a very similar theme to the Morrisons one - exhausted mother runs around doing everything - preparing the house for visitors, shopping, wrapping, cooking - whilst men look on uselessly. Nobody helps her. This one isn't as depressing or realistic as the Morrisons advert - the mum looks genuinely happy throughout, and the moment when she presents the turkey to her family seems to be the only thing she's ever lived for. Again, there are bits which make me squirm. The mum doesn't even get a proper seat at the table, she has to perch on an inflatable. When she finally goes to sit down her imbecile of a husband asks 'What's for tea, love?' I'm probably supposed to laugh - what are men like, eh?! But I actually want to punch him. Again, the biggest criticism was not so much about the representation of women, but more about the tagline: 'Behind every great Christmas, there's a mum.' What about people who don't have a mum? What about the role of the dad?
What do you think? Are people being over-sensitive? Read more about the adverts here:
Independent article
This article also discusses the Barclaycard toyshop advert:
Marketing Week article
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