In advertisements, presenting genders in a dignified way is an essential requirement. The presentation of the female sex has received special attention in recent years, therefore several studies (link: background 4.6.2.) have been written on the subject. But today, beside discrimination, the way of presenting the human body, or portrayal women and men as sexual objects, the effects of advertisements on the female self-esteem are also examined.
The point of any advertisement is to deliver its message by using short, clear ’catchwords’, images which are familiar to the consumers, but neither the regulations, nor the Code allows any negative discrimination in advertisements.
On handling the issue:
- European Parliament recommendation of 2008
- European Advertising Standards Alliance (EASA) guide book for its members (link: portroyal of gender EASA menu 4.6.2.4.)
- Draft report on the sexualisation of girls (2012/2047 EP)
