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by Anonymous User on Monday February 25, @04:13PM EST (#1)
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thanks for the site, it's nice to have some friends.
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by Anonymous User on Monday February 25, @07:01PM EST (#2)
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What's the U.S. equivalent of this organization?
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by Anonymous User on Tuesday February 26, @10:38AM EST (#3)
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in it's 2000 ad report ( http://www.adstandards.com/en/Standards/Complaints _Report/2000ASCReportEn.pdf ) it lists on page 5 "gender portrayal guidelines". any know what those are or where they might be found?
-brad
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by Anonymous User on Tuesday February 26, @10:47AM EST (#4)
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all i've been able to find is a brief quote on the subsequent pages.
"The Gender Portrayal guidelines (Guidelines) were designed by and for the advertising industry to help advertisers develop positive images of women and men in commercial messages.
Complaints that raise an issue under the guidelines are referred for consideration to the Advisory Panels on Gender Portrayal (Panels) in Toronto or Montreal. Like Councils, the independent Panels are composed of senior industry and public volunteer representatives. They review and adjudicate gender-related consumer complaints about advertising based on criteria set out in the Guidelines. If an advertisement is found to violate the Guidelines, the Panels seek co-operation from the advertiser, agency, and involved media to have the message amended or withdrawn.
Unacceptable Depictions and Portrayals – It is recognized that advertisements may be distasteful without necessarily conflicting with the provisions of this clause 14; and the fact that a particular product or service may be offensive to some people is not sufficient grounds for objecting to an advertisement for that product or service. Advertisements shall not:
(a) condone any form of personal discrimination, including that based upon race, national origin, religion, sex or age;
(b) appear to exploit, condone or incite violence; nor directly encourage, or exhibit indifference to, unlawful or reprehensible behaviour;
(c) demean, denigrate or disparage any identifiable person, group of persons, firm, organization, industrial or commercial activity, profession, product or service or attempt to bring it or them into public contempt or ridicule;
(d) undermine human dignity, or appear to encourage or be indifferent to conduct or attitudes that offend the standards of public decency prevailing among a significant segment of the population."
near the end of the pdf, there are some interesting cases to skim through.
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(b) appear to exploit, condone or incite violence; nor directly encourage, or exhibit indifference to, unlawful or reprehensible behaviour;
It was this subsection by which the Ford ad featuring a woman kidnapping a grocery store clerk and stuffing him into the trunk of her Ford Focus was found offensive, if I recall.
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Not to make waves here, but I'm of the opinion that you simply can't place an objective standard on what might cause a subject reaction such as "offense". The resulting language is always either overly broad or so narrowly focused as to be useless.
I detest the media bias I see that negatively stereotype men. But, that said, I also dismiss the claims of women who want to regulate everything from magazine covers to TV commercials to billboards, all in an attempt to avoid body image stereotyping. In a free society, who controls the media? Nobody, really, except the whim of the populace.
None of this is to say that the problems ought to be tolerated without the raise of an eyebrow, but let's be fair. Call, write, complain, boycott, whatever is necessary. But as often as women take offense at mop commercials that ALWAYS feature a woman cleaning house, they have their own legitimate gripes. My response to them is that if it sells mops, more power to the mop-maker. If it pisses you off, well--don't buy the damn mop.
Free the market--and yourself.
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