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?

114 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

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...
Is BA trying to pull the wool over our eyes? BARCELONA SPAIN - DECEMBER 11: A British Airways Airbus A320 taking off on December 11 2014 in Barcelona. British Airways is the international airline of Great Britain with its headquarters in London.
Last week British Airways proudly announced that they will be partnering with Marks & Spencer...
Are we being ripped off? TERRY'S CHOCLATE ORANGE
It seems to happen every year now, that chocolate manufacturers start messing with our favourite...
If you were American would you vote for Donald Trump or Hillary Clinton? July 27, 2016: Illustration showing Republican Donald Trump versus Democrat Hillary Clinton face-off for American president with words Election 2016 on isolated white background done in stencil retro art style.
Last night was the first of three of the big TV debates between Hillary Clinton and Donald...
Will you still watch The Great British Bake Off without Mary Berry? Mary Berry
Earlier this month we asked our Silversurfers should the  Great British Bake Off should remain...
Do you prefer the new £5 note? chuchill-sterling-note
A new plastic £5 note that features Sir Winston Churchill and can survive a spin in the washing...
Should all cats wear a bell-collar? Closeup frontal view of calico cat with its recently caught wild bird.
According to statistics, there are 8.1 million cats in the UK that kill 275 million "prey items...
Had you planned to retire earlier than you are now able to? Worried senior woman, an elderly pensioner counting utility bills at her home, concept of financial security in old age
Changes in 1995 and 2011 to the state pension age mean women born on or after April 6, 1951 can...
Blue or Burgundy passports? biometric passport on a page of visas
It has just been announced by a Home Office Minister that the old blue passports for UK residents...
Should The Great British Bake Off remain with the BBC? WARNING: Embargoed for publication until: 28/07/2015 - Programme Name: The Great British Bake Off - TX: n/a - Episode: n/a (No. 1) - Picture Shows: +++Publication of this image is strictly embargoed until 00.01 hours Tuesday July 28th 2015+++ Paul Hollywood, Sue Perkins, Mel Giedroyc, Mary Berry, The Great British Bake Off contestants - (C) Love Productions - Photographer: Mark Bourdillon
First Top Gear, then The Voice and now Great British Bake Off. The BBC has lost the contract to...
Do you support the Junior Doctor's latest planned 5 day strike? Doctor. Close-up. Doctor hands crossed with stethoscope.
There is continuing unrest in hospitals as we hear today that Junior Doctors have more plans to...
Should an immediate ban on microbeads in toiletries be imposed? Illustration of lotion bottle with zoomed in particles of microbeads or lotion
Many cosmetics and toiletries such as shower gels and anti-ageing creams, scrubs and even...
Do you take HRT? Menopause - diagnosis written on a white piece of paper. Syringe and vaccine with drugs.
Following more than a decade of controversy, today we wake up to the news that hormone replacement...
Should the Government create more Grammar Schools? Portrait of three students: two girls and a boy in the middle of them. They're looking at camera and smiling. Blackboard behind them.
Theresa May and Justine Greening the new Education Secretary have said they would like to open...
Is Climate Change really happening? The Effect of Global Warming is shown on a landscape
The weather is an obsession with the British and no wonder with all the changes we get during our...