Sex Sells - Mx, Hippo and the GPO
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I am sick of tired of the perverse way advertisers get to degrade women and pollute our mindspace every single day. On the way home from work yesterday I was struck by just how ridiculous the situation is. Firstly, MX had a full page ad on their backpage for Hippo that was a picture of a half-naked couple making out on the couch. Secondly, at Mitcham train station (and elsewhere around the public transport network) GPO have been using a women in overtly sexy underwear to promote their shopping complex.
What on earth was going through the advertiser’s, publisher’s and Metlink’s minds when they approved these ads for general consumption? These ads were displayed at train stations, bus stations and tram stops - where thousands of children line up daily on their way to school. The MX ad was plastered over it’s back cover, so all commuters, even those who don’t read MX, had it in their face for virtually their whole journey home.
I know people say “if you don’t like it just turn it off/look away/don’t buy it”, but with ads like these they are in my face regardless of my choices. I didn’t pick up MX, but the ad was still in my face. I didn’t seek out the GPO ad, just by standing on the platform it was in front of me. I don’t appreciate my mind being polluted by these images, let alone young children having to put up with it either.
For too long advertisers have been able to get away with this degrading and perverted presentation of women as just sexual objects for the enjoyment of men just to sell their products. They are selling everything from job websites to shopping experiences to fried chicken by exploiting women. This is degrading and corrupt and shouldn’t be allowed to continue. Allowing these offensive adverts means our mindspace is being continually polluted and our culture degraded. Is it any wonder that we have so many self-esteem issues and so many people are confused about how to have meaningful relationships when these sorts of pornographic and exploitative advertisements are so widely accepted? Just going to the city past Richmond station and there is a massive billboard advertising a strip club with pictures of half naked women. This portrayal of exploitation as normal means generations are growing up with warped ideas about men and women and how we should treat each other.
I have contacted the Advertising Standards Burearu about my concerns, as I have in the past. But once again I am sure they will do nothing. To allow such a powerful industry to regulate itself is ludicrous and has meant the vast majority of complaints are dismissed not upheld - especially in regards to the portrayal of sex and nudity.
I can only encourage you, if you see an offensive ad to let the ASB know that you are offended and that their inaction isn’t good enough. Also, let your local MP know of your concerns and hopefully the government can start making the advertisers show some concern for their communities wellbeing. Finally, you can let Hippo and the GPO know that you don’t support exploitative advertising by sending them an email: Hippo and The GPO.
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2 Comments, Comment or Ping
Neil
These women choose to pose for these photographs and choose to work in strip clubs. Both are highly compensated.
Sure women are smart, funny etc as are men. But women are also beautiful. Look at art over the past 1000 years and you will see some lovely paintings and sculptures capturing the female form. Many of them are naked. Surely a fully naked woman would be more offensive than 2 people doing (or about to do) what men and women were made for.
Should we censor Coke, Pepsi, Chocolate ads because they make people obese. Or VB ads because people drink drive? Or car ads because they contribute to global warming? or Paris Hilton ads because..well..everything.
There’s plenty of people who have lived through these ads and still have meaningful relationships. Instead of censorship, COMMUNICATION with your sons and daughter through ACTIONS is where these things should be taught.
My 2 cents.
Jun 26th, 2007
devonwhittle
Thanks for your comment Neil, I always appreciated well thought out criticism.
Whether the women choose to pose for the ads or work in the strip clubs is irrelevant to the exploitative nature of the ads/clubs. People choose to do lots of things that are bad for them or bad for society at large.
I’m not denying that women are beautiful (and that men can be too), and that in the right context nakedness is great. What I’m saying is that public billboards and ads on the backs of newspapers isn’t the right place. And certainly not just to try and make a buck via advertising.
You seem to be arguing for complete deregulation of all advertising in your third paragraph. If a Coke/pepsi/chocolate/vb ad was offensive or was exploitative (among other things) then yes I would ban them. Beer ads, for example, are regulated - you can’t encourage young people to get themselves drunk on your product. Car ads too are regulated in what they can and can’t show.
Of course there are people who have seen these ads and have had meaningful relationships, I’m not saying that these ads alone are destroying our society. However, they aren’t helping. And personally, I find them offensive and don’t like being subjected to them every time I travel the train.
In regards to your last paragraph about communication and action. Firstly, I don’t have any sons and daughters, I myself find these ads inappropriate and offensive. Secondly, when I do have children I plan to educate them properly so they can filter out this rubbish. But there are two problems with your argument. 1) Parents have the right expectation that their children can ride on the train without being subjected to these sorts of images. Why should the burden be placed solely on parents in fixing the problems the advertising world foists on their children? 2) I’m also concerned about the many children I see on the train who obviously aren’t been taught the realities of the world and are taking to heart the messages of these ads. The society I would like to live in is been rapidly eroded by these sorts of messages.
Also, I’m not sure what you mean by “where these things should be taught”. What things should be taught? Respect of women? How real relationships work? Why wouldn’t we want these things taught in the public? Would you really prefer a society that gave free range to advertisers to use any images to sell their products?
Jun 26th, 2007
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