C4 £1m advertising contest "challenge engrained stereotypes, objectification and sexualisation of women"

[Cwenthryth]

www.bbc.co.uk/news/entertainment-arts-44226005

Seems like a positive thing!

If it's C4 I am sceptical.

Suspect it will end up hijacked by trans agenda.

Hope no one tries the tedious 'reverse sexism' tropes (cola ad type thing).

We skip most ads, but there was one for some sort of vacuum cleaner recently that seemed quite good - a man and a woman cleaning the house together, equally, cooperatively, competently. The thing is though - this should be the norm, the fact it registered as being 'good' is telling.

Scepticism is healthy.

An ad like you describe Errol sounds like the goal - that the sex of the people featured just isn’t relevant. No need to go down the reverse sexism route, or ham-fistedly make a point of subverting gender stereotypes - just leave stereotypes behind.

I suspect stealthpolarbear will have their suspicions proved correct. After all, ANYTHING about gender / sexuality has to ensure that the T is more prominent than anything else. Because, progressiveness and inclusivity and all that malarky.

God, SO READY for this.

I sat, open mouthed (and not in a sexy way) watching a woman who appeared to be having hallucinations doing performance fellatio on an ice cream last night. If I hadn't already boycotted Nestle long ago I would now. How is this shit still being pedalled?

(As a side point, isn't it 'ingrained'??)

I don’t have any issues with transgender people being represented in advertising, so it depends on how it is done. If it is challenging gender stereotypes, objectification and sexualisation, then great.

I do take ‘challenging gender stereotypes’ to be antithetical to TWAW ideology.

Women contorting on the floor in apparent orgasmic ecstasy selling perfume is my bugbear.

Tentatively excited by this. Would love some ads for little girls not doused in pink.
Or some ads for artistic, sensitive boys.
Like this one from Lego in the 1970s!
Depressing that roles for the sexes have become so binary especially for in how advertisers portray them.

Ah word fail...

That advert is perfect. Her sex is immaterial; here is a child enjoying playing with Lego. Boom, done.

The issue with modern Lego though is that the product itself has become heavily gendered.

Love that Lego advert.

It's frightening that this was a genuine advert in the 70s - the time I was a child - but you'd never, ever see anything like that now. Even lego itself - I wanted to cry when I saw the Lego Friends pink stuff.

Gender stereotypes seem more entrenched than ever.

I just know the winning entry will be a celebration of trans women somehow...

Of course it will - they're much more stunning and brave than us mere women.

That fecking word again, 'gender'.

It will be a piddly drop in an ocean, it's not just how women are used, sexed up and portrayed that's the problem, it's the massive industry that runs on making women feel shit about various different parts of their bodies.

Even things which wouldn't spring to mind as a women's products are thrown in our way, think of the activia yoghurts, the 'wow it's only X amount of calories! at various crap, the slim fast shit, the dettol/the cleaning adverts. kids medicine, Unless of course it's for something like calgon, then you need a smart intelligent man telling a woman how it works. Ditto tech adverts.

Perhaps now it's summer we should have some cleavage or legs adverts for men, put your bloody shirt back on.

@Terfing, I wouldn't be surprised, but it would be a solution of sorts! If you can't stop objectifying women it's much easier to just scrap women and start all over again with a brand new one.

My own personal favourite is Nicole Whatsername from the Pussycat Dolls falling over adorably after having an orgasm, and ending up with jizzy yoghurt on her nose