Should advertising be less sexist?

Print Friendly

Unilever, the firm, behind more than 400 brands from Ben & Jerry’s ice-cream to Dove soap, has pledged to remove sexist stereotypes from its own ads and called on rivals to follow suit.

The campaign, dubbed Unstereotype, was the culmination of two years of research. They found that 40% of women did not identify with their portrayal in adverts.

Their research showed that women were largely portrayed in a secondary or service role, with just 3% of ads featuring women in managerial or professional roles.

Other findings revealed almost all women (90%) felt they were presented as sex symbols and almost a third (30%) said adverts showed women as perceived by a man.

Unilever has already started to change some of its adverts, with its stock cube Knorr campaign featuring men, rather than women, in the kitchen.

Unilever was one of the first to use “real” women in its Dove brand campaign more than a decade ago, which dramatically boosted sales.

What are your views? Are you fed up with adverts making women appear as sex symbols? Is it time to change the traditional stereotyping of men and women and make advertising more realistic? Or do you think that this type of advertising is still acceptable? Can you name one advert that you can identify with?

Should advertising be less sexist?

118 people have already voted, what's your opinion? Yes No

What are your views?

We'd love to hear your comments

Not a member?

Join the silversurfers community today! It's free, easy to do, and is packed full of features and amazing offers!

Join the community!
Click here if you have forgotten your password
21st Aug 2016
Thanks for voting!
Personally l am fed up with advertisers using naked/semi naked women to advertise everything from cars/boxing/perfumes/ deodorants/moisturisers - everything- and whilst we're talking adverts could l please just say I AM NOT DEAF SO THERE'S NO NEED TO YELL AT ME- IN FACT WHEN YOU DO I TURN THE

But l do love humorous ad's-any that make me laugh and l do remember them afterwards
22nd Aug 2016
Thanks for voting!
yes but when you see an advert for cars, perfumes etc you don't want to see some old bloke like me advertising it unless I am very funny!
29th Jun 2016
Thanks for voting!
I enjoy the adverts as they are. Why change. We seem to be going to a lowest common denominator of grey in the UK. Where is the fun? I see that "The Lynx" effect with some bloke who applies it and gets chased by loads of pretty women will be banned. Its a shame as everyone knows its only a joke but adverts like this are good fun.
24th Jun 2016
Thanks for voting!
Well I don't look anything like Marks & Spencer's top store model David Gandy unfortunately, but I don't have a problem with it.
29th Jun 2016
Thanks for voting!
Yes you are right M&S have "sexist" adverts with chaps like Gandy and how many blokes look like him? About one in a million! But we all take it with a pinch of salt . The countries becoming too serious for its own good
23rd Jun 2016
Thanks for voting!
I also think they should be less ageist! For example ... why would a hair colour product targeted for older ladies be promoted using 20 something models??? How does that work??!
23rd Jun 2016
Thanks for voting!
In general I agree but it does depend on what is being advertised. There are a small number of products that are gender specific and aimed for that. However, I'm fortunate in not knowingly being influenced by advertisments other than finding a few incredibly annoying. Indeed, there are some that are so obscure I have no idea what they are advertising!
23rd Jun 2016
Thanks for voting!
What advertising - I do not read or watch any of it !
23rd Jun 2016
Thanks for voting!
I do think we need to get a grip in the UK. Many of our adverts are very funny and much much better than adverts in places like the USA. I saw a Facebook post the other day on Silversurfers about Cadburys Milk Tray man.. probably sexist but a laugh. having attractive women promoting products will always help sell them...its a fact. What I do think is that many adverts selling products to us over 50s (I am 62) should have people our age promoting them. Why try and promote a product like a new car that no youngster can afford using a couple in their early 20s. Doesn't make any sense at all. Maybe should do a feature about adverts being less ageist rather than sexist?
23rd Jun 2016
Thanks for voting!
So agree Wilf. There is no way I will be influenced to buy a face cream to reduce the appearance of wrinkles when they use a model who hasn't yet started to get them!
23rd Jun 2016
Thanks for voting!
Well most of the models used for this stuff are like my daughter in their early 20s so do not need it anyway!
23rd Jun 2016
Thanks for voting!
Not only is it sexist but most of today's adverts bear absolutely no relevance to the product being promoted. How many women sit in a shop or cafe playing Gala Bingo on their tablet singing that stupid song while the world around them is full of women fighting in a shop or chaotic events happening outside the cafe? Which man came up with that idea? Oops think I am being a bit sexist now. SNAP!!

Community Terms & Conditions

Content standards

These content standards apply to any and all material which you contribute to our site (contributions), and to any interactive services associated with it.

You must comply with the spirit of the following standards as well as the letter. The standards apply to each part of any contribution as well as to its whole.

Contributions must:

be accurate (where they state facts); be genuinely held (where they state opinions); and comply with applicable law in the UK and in any country from which they are posted.

Contributions must not:

contain any material which is defamatory of any person; or contain any material which is obscene, offensive, hateful or inflammatory; or promote sexually explicit material; or promote violence; promote discrimination based on race, sex, religion, nationality, disability, sexual orientation or age; or infringe any copyright, database right or trade mark of any other person; or be likely to deceive any person; or be made in breach of any legal duty owed to a third party, such as a contractual duty or a duty of confidence; or promote any illegal activity; or be threatening, abuse or invade another’s privacy, or cause annoyance, inconvenience or needless anxiety; or be likely to harass, upset, embarrass, alarm or annoy any other person; or be used to impersonate any person, or to misrepresent your identity or affiliation with any person; or give the impression that they emanate from us, if this is not the case; or advocate, promote or assist any unlawful act such as (by way of example only) copyright infringement or computer misuse.

Nurturing a safe environment

Our Silversurfers community is designed to foster friendships, based on trust, honesty, integrity and loyalty and is underpinned by these values.

We don't tolerate swearing, and reserve the right to remove any posts which we feel may offend others... let's keep it friendly!

More Speakers Corner

Do you boil your Brussels? Cleaned brussel sprouts on a wooden cutting board with exterior leaves and a knife.
Brussels sprouts are a Christmas dinner must have but not to everyone likes them. You'll be...
Real or Artificial - What kind of Christmas tree will you have? Fresh cut Christmas trees
Each Christmas there is a ‘debate’ over real versus artificial Christmas trees. The...
Do you agree with Cryogenic Preservation? Excess smoky nitrogen gas discharge during filling of a liquid nitrogen dewar.
This week it was announced that a very brave 14 year old girl who had terminal cancer had won...
Should shops remain closed on Boxing Day? Boxing Day Sale cinnamon star on green wood concept.
A petition calling for a ban on shops opening on Boxing Day has attracted close to 194,000...
Will you be sending Christmas cards this year? Bracknell, England - October 28th, 2014: Vintage style Christmas cards. Modern cards originated from a printing in 1843 instigated by Sir Henry Cole, director of London's Victoria and Albert Museum.
The custom of sending Christmas cards was started in the UK in 1843 by Sir Henry Cole. He was a...
Do you still use cheques as payment? Signing a blank cheque with a fountain pen
** Note: Shallow depth of field
Cheques books have been used in the UK for over 350 years but they are now on the decline. In...
Are you surprised that Donald Trump won? Saint Louis, MO, USA - March 11, 2016: Donald Trump addresses supporters at the Peabody Opera House in Downtown Saint Louis
After months of campaigning, debating, mud slinging and scandals, the Americans have voted and...
Do you mind the gap? toblerone
The makers of Toblerone, Mondelez, have taken the decision to widen the gaps between the...
Should Nigel Farage be ennobled in the House of Lords? LONDON, UK - MAY 1, 2016: Nigel Farage seen arriving at the BBC to attend the Andrew Marr show
There are calls for Nigel Farage to be made a Lord and take his place as a peer in the upper...
Should the FA defy the poppy ban? poppy
England are due to host Scotland at a World Cup qualifying match at Wembley on November 11 ...
Who would you trust more to be the next US President? LONDON UK - MARCH 3RD 2016: Hillary Clinton and Donald Trump pin badges over the American flag symbolizing their battle to become the next President of the United States 3rd March 2016.
With the latest results today from ABC/Washington Post tracking poll, now showing Donald Trump...
Should the UK have a complete ban on selling Ivory products? ivoryburn2 900x600
Hugh Fearnley-Whittingstall, chef come wildlife campaigner, has been looking into the shocking...
Do you think Princess Beatrice and Eugenie should be given royal duties? London UK - June 17 2006: Princess Eugenie (left) and Princess Beatrice seating on the Royal Coach at Trooping the colour ceremony also known as the Queen's Birthday Parade
** Note: Slight blurriness, best at smaller sizes
It was revealed in the sunday papers that there is a nasty feud brewing between Prince Charles and...
Do you rake or vacuum? Yorkshire Dog on the autumn leaves blur
Autumn is in full swing, and the leaves are rapidly changing from luscious shades of green, to a...
Where do you think the extra runway should be built - Heathrow or Gatwick? Airplane touch down on runway during sunset
Since the 1970s various UK governments have been debating how to expand the UKs potential to...
Are the Government right to do a Pension U-turn? bigstock-Pensions-11274911
The government has done a huge U-turn on Pensions and scrapped the rights of 5 million pensioners...
Do city zoos still have a place in a modern society? gorilla in zoo
Last week’s incident at London Zoo, in which a male silverback gorilla escaped his enclosure...
Are hospital trusts cashing in on the sick? Ticket machine at the exit of a car park
Patients in England are being penalised with increasing parking charges with 30% of hospital...