Stating The Bleeding Obvious

The Advertising Standards Authority have arrived in the 21st century.

It seems that they are looking to ban adverts that present stereotypical views of women, and men. It would appear that advertising campaigns have used misogynistic representations of women, and presented men as incapable of undertaking domestic activities successfully.

I know! Who would have guessed? Someone should have said something before.

Oh, they did? Really? Okay then.

So, the question is not so much why they now see these representations as the re-enforcement of stereotypes, but rather ‘Why the holy hell has it taken them so long?’

Again, the question is not so much why it has taken them so long, but rather why are they not aware that large sectors of the population do not fit the stereotypes?

And once more, the question is not so much why are they unaware of this, but rather do they really think that using sex to sell perfume, for example, will convince us to smell a certain way, when it is clear that this is a ridiculous premise?

There are three possible answers.

The first would be that the advertising industry is unable to respond to changes in society. Considering the diversity that exists in that industry, more so than in many others, would suggest that was not the case.

The second is that they are pandering to what they feel is the level, or lack, of sophistication and understanding in the general population.

This slides into the third answer. That notwithstanding the huge strides that we feel we have made in recent times, there are still far too many, at both the delivery and receiving end, that see nothing wrong with the continuation of stereotypes.

And sadly I think this is the closest to the truth.

And it goes further than the advertising industry.

There are too many reactionary and misogynistic representations accepted because they ‘know’ they are unacceptable. We get the joke. This is post-modern awareness.

Bollocks. That is just an excuse to retain the comfort zone of old attitudes.

So, very belatedly the ASA has arrived in the 21st century. Time for the rest of the media and entertainment industry to follow suit.