I have to admit that I watch very little TV. But that doesn't mean you don't see any commercials as the internet is teeming with them too. During the summer, the ads I see the most are for weight loss and cellulite products. And in most of them the image of the brand is a woman. Obviously, women are the only ones who want to lose weight and who have cellulite (note the irony). I wonder how these ads that promote gender stereotypes so much they continue to be seen in the XNUMXst century.
The UK has done something consistent: As of 2018, it will ban this type of nonsense ads and that they do so much harm to society. Still today, there are people who are not surprised to see only women advertising cleaning products or for the home. In the century we live in, there are still people who believe that a man cannot take care of the house and that a woman cannot fix a car. But that mindset doesn't come from ads that foster gender stereotypes.
And why does Spain not ban advertisements that promote gender stereotypes?
Well, I have not the slightest idea. To tell the truth, I don't think it's even on the authorities' "to do" list. But, since when have we been seeing ads of this type? I believe that since always. And worst of all, it seems like nothing has ever been done to fix it (and I doubt it ever will). I find it shameful that it is still followed today using only women as weight loss icon and cleaning products (for example).
But I find it just as bad that advertising creatives mostly use men for your construction, mechanical or repair ads (for example). It goes without saying that in practically all cases, gentlemen symbolize power and strength and women symbolize submission and superficiality. But can't men worry about their weight? And is it frowned upon that the male gender likes to take care of the house and keep it in order? Well, unfortunately yes.
For me, you don't just have to focus on ads
It is clear that advertisements that promote gender stereotypes should not appear in any medium. However, I believe that the problem is not found entirely there if not in society. There are people who think that men who cook and who use beauty products are ridiculous and less masculine. And there are men who are incredibly self-conscious about being themselves for fear of what others will say.
Obviously, that also happens with women. There are still people who look bad at girls who like motorcycles, cars and hobbies that according to many of them "They are only for men". This is what I mean. I think we shouldn't just focus on ads that promote gender stereotypes. Unfortunately, society is the first to have gender biases without seeing those advertisements. And that is what should be changed.
To the boys cars and superheroes and to the girls dolls and dresses
I'm going to tell you something that happened to me a little over a month ago. A friend and I went to buy her little cousin's birthday present. She was clear about it. She took a Barbie and a bunch of dresses off the shelves. When we got to the checkout, the woman who was not charging said: “I hope the girl enjoys Barbie very much. I did it a lot when I was little. It should be noted that the woman did not reach forty years (in case you are thinking about her age).
When my friend and I told her it was for a child, the woman looked at us in horror and replied: "But the children have never played with dolls, by God." At that point, we left all the toys that we were going to buy in the box and we left. I have always defended a free childhood. And by this I mean that children are the ones who choose what they have the best time with. If there are girls who are passionate about dolls and dresses, great. If there are children excited about cars and buildings, great.
But also great for the excited girls of Lego, superheroes and constructions. And also great for children who have a great time trying on Elsa dresses from Frozen and enjoy dressing and combing their dolls to the fullest. When i was little, I always saw girls advertising Barbies and kitchens and boys playing with cars and buildings on TV. Obviously, at that moment I did not give it more importance. Until you grow up and realize that even from childhood they are conditioning the little ones.
For a society free from prejudice of gender stereotypes
The easiest thing would be to live in harmony, with respect and without prejudice. The simplest thing would be to follow the "live and let live" philosophy. And the most beneficial thing would be if we put criticism and accusations aside. Advertisements should not be conditioned by gender. And hopefully the creatives who make them would find out soon. Thoughts like "a weight loss ad sells more with a woman as a brand" don't help. And we will not advance if there are people who see badly that a man stays at home taking care of the children and the house and that the woman is the one who works.