Kingsmill Fruit and fibre advert complaint

[ZigZagWanderer]

This may have been mentioned before but I would like to know how I go about making a complaint about an advert that I have found inappropriate. I really think it exploits teenage girls.

Actually, its simulating family life. Nothing to do with sexism or whatever you're trying to insinuate there.

Family life, like most things, is affected by sexism- it's absurd to imply that it's not.

Just because it happens IRL doesn't mean it isn't sexist.

This advert for example, is no longer ok even though it's still a fact that most family cooking is done by the woman.

I would have thought her going out wearing what she wants despite a man telling her what to do would be a good thing (if you choose to view the world as men vs women). Whats sexist about that?

Looks like the dm read this thread.

Oops xposted with about 10 people :)

"I would have thought her going out wearing what she wants despite a man telling her what to do would be a good thing"

Really? I'm not sure why.

You know, a laugh about how hilarious it is that yet ANOTHER generation of young girls are growing up believing that the only way to gain attention is to hoik up their skirts until old square-daddy-o puts his foot down

I agree. Far better that we make them wear something like a tent to cover themselves up.

I don't find the advert particularly offensive. But Ido think it is VERY LAZY advertising and really the best idea they could come up with was a girl ina short skirt.
Very uninspiring. A chimp would do a better job of advertising it.

Yes, soup. That's exactly what I was saying, only I used different words with a different meaning.

I'd like to see a society where girls are valued by their peers just as much for wearing a tent as for wearing a short skirt; until then, not mocking evidence of how entrenched and pervasive sexism is in our society as an inevitable fact of life would do.

I don't find it offensive.

I find it sexist and stupid.

I wonder if that advert is depicting the morning after the previous advert where she came home stoned and prepared to stuff herself senseless with the 'pockets'?

It's the same girl isn't it?

She looks remarkably alert and awake, if so.

Personally, i'd like to see a society where people can wear whatever they like without it being described in sexual terms.

Quite SoupDragon.
Tethersend, did you never roll your skirt up at school?
The girls that do it are silly sweet teens, it's what they do and always will.
The only problem is the pervs that look at them and think it's a sexual thing.

Of course I did, ladybeagle- that doesn't mean that I can't see that girls do it (as I did) as a result of living in a patriarchal society which values women more highly the fewer clothes they wear. Of course women's fashion is a product of this, and girls see dressing in such a way as being synonymous with maturity. This is what I find sad.

Well, I see it rather differently. The problem lies with the twats that see SEX when they see a girl in a short skirt, not with the girl or the skirt.

But you learned from that, didn't you Tethers?
So just let them, as I said above, it's a rite of passage.
If we sit and look at them with our catsbum faces we're doing exactly what our parents did to us.
They'll learn.
Having said that I only have a teenage son and the teen girls he knows do dress like that but are also lovely.
Let them be.

what soup dragon said

No lady, it was not the act of rolling up my skirt which taught me about it.

And, from looking at this thread and that advert, it would seem they don't learn- otherwise they wouldn't continue to see it as a harmless 'rite of passage'.

Girls who roll up their skirts aren't to blame, and of course they are lovely... but this does not mean that it's not sexist.

Soup, I don't think you can neatly cleave teenage girl's fashion from a male construct of sexuality. There is nothing wrong with 'SEX', but when only the heterosexual male version of it masquerades as fashion for teenage girls to follow, it makes me sad.

I was hitching my skirt up as I left the house to go to school 30 years ago..with one of my parents usually yelling at me to unroll the waistband.. the advert is true to life, and anyone who sees sexuality in it other than that of the typical teenage girl who is trying to impress her male peers has forgotten what most teenagers are like, or just like to be outraged for the bloody sake of it.

Don't you find it even a bit sad that that's how a teenage girl has to try and impress her male peers?

I don't personally. Because they try to impress us back!

Its natural to want to impress the opposite sex, we're not the only animals that do it.

No I dont find it sad.. it is human nature, always has been and always will be.

Males have their own ways of behaviour when trying to attract females..

I guess that in the wild, most male animals are the flamboyant ones with the females being drab little creatures.

Is this what you think humans should revert to?

It's not the act of impressing the opposite sex which saddens me, just that the vast majority of acceptable ways for girls to impress boys involve revealing flesh as opposed to being witty, intelligent or any of the other ways in which boys impress girls.

There is a debate to be had as to the extent that girls court male approval, but that's not actually the debate that I'm having.

I'm simply saying that I find it sad, stupid and sexist that a bread manufacturer is reinforcing this.