We know that equality between the sexes is far from reach to normalize and effectively imposed on our society, and this from all areas. Many see it again in our pages talking about job discrimination of the mothers, but even the scope of advertising directed to children is not escapes from a look sexist.
Those ads of cleaning products in which the man seldom appear as active subjects, but also when the toys are advertised stereotyped for boys or girls, resulting in sitting behaviors of gender personally annoy me. And I see I’m not the only upset that.
Because, according to the annual report of the Andalusian Observatory which watches over the promotion of equality in advertising messages, toys and games are products that cemented in 2007 the greatest number of complaints by sexist advertising. The number of complaints, in addition, increased by 13% over the previous year.
Many toys in (especially television) advertising transmit, through its use, roles or content sexist stereotypes. The dolls with the girls, cars with children. Cleaning with girls, games of construction with the children, etc, etc..
The sad ranking is led by the Spanish division of Mattel, that it encompasses products reported as Miracle Baby Doll or Barbie in the 12 Dancing Princesses. Polly or Nenuco not get rid of stereotypes. In addition, in ads, transverse mode, usually seen mothers as supervisor and responsible for family education, while the figure of the father often go unnoticed.
Is not a trivial matter: the advertising bombardment that children receive (all, but they are most vulnerable) instills little by little those images sexist going to be seen as a natural.
Everyone can participate in these ads that seem discriminatory to us allegations. The Andalusian Observatory of advertising not sexist presents on its website a form that you can complete and send online to bring our complaints.
Many will not fall on deaf ears: after receiving the complaints, the Instituto Andaluz de la Mujer, on whom depends the Observatory contacted 127 companies, of which 25 percent pledged to modify or withdraw the campaigns. This begins to change is, therefore, in the hands of all.