AXE deodorant ad 390.
(photo credit: YouTube)
Credit card provider Isracard, Israeli-brewed beer Goldstar and international
beauty product manufacturer L’Oreal are among those shortlisted for creating the
“Most Sexist Advertisement” of 2011, the Women’s International Zionist
Organization (WIZO) announced on Sunday.
This is the third year that WIZO
has identified television and print advertisements that portray women in weak or
derogatory positions, as part of an anti-sexism campaign to mark International
Women’s Day on Wednesday.
The women’s organization will announce the
“winner” at a mock ceremony in the Knesset on Tuesday, in coordination with the
parliamentary Committee on the Status of Women.
Among those included in a
top 10 list of most sexist commercials are Isracard’s “Tagidi lo” (“Tell him”)
television ad featuring celebrity British fashion journalists Susannah and
Trinny; lingerie chain store Afrodita’s newspaper ads; billboards for AXE
deodorant; and kitchen designers Do It, for showing a woman sitting in a Martini
cocktail glass. Goldstar beer’s “Give thanks you’re a man” television ad was
AXE, Goldstar and Do It have been highlighted in the past by
WIZO for producing particularly chauvinist ads.
“The advertisements that
have been selected present a grim picture of how women and girls are often shown
in degrading and humiliating ways,” WIZO Israel chairwoman Gila Oshrat
“They perpetuate some very distorted and primitive perceptions of
women and continue to promote an old-fashioned attitude of the relationship
between the sexes.”
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Oshrat pointed out that some of the commercials
contain elements that could be considered pornographic, and stereotypes
“entrenched in showing women as submissive and superficial.”
that this year, the issue of how women are portrayed in mass media is
particularly sensitive following attempts by some in the ultra-Orthodox
community to erase the presence of women from public life.
event at the legislature will also include a discussion with a wide range of
parliamentarians, including Knesset Speaker Reuven Rivlin, high profile
journalists and media professionals, academics and representatives of the
marketing and advertising sector. The goal of the debate is to find a way to
improve the portrayal of women in popular commercials.
A panel of
professional women and experts on feminism, including Dr. Ronnie Halpern, head
of the gender studies program at Beit Berl College, Michal Rozin, CEO of the
Association of Rape Crisis Centers, attorney Liat Klein, blogger and researcher
Shlomit Lir, and senior professionals from WIZO select the most sexist ads.
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