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Vijesti Objavljeno 21.07.2017. UK kreće u borbu s reklamama koje podržavaju seksističke stereotipe Autoritet za oglašivačke standarde (ASA) Ujedinjenog Kraljevstva donijet će niz novih odluka o prezentaciji aktivnosti koje se vezuju uz rodne uloge u reklamama. Tako će biti zabranjene reklame u kojima muškarci... Autoritet za oglašivačke standarde (ASA) Ujedinjenog Kraljevstva donijet će niz novih odluka o prezentaciji aktivnosti koje se vezuju uz rodne uloge u reklamama. Tako će biti zabranjene reklame u kojima muškarci uporno izbjegavaju kućanske poslove ili one u kojima se djevojčice prikazuju manje sposobnijima od dječaka.Ova odluka postrožit će pravila o oglašavanju kako bi s tržišta uklonila reklame koje potiču rodne stereotipe ili ismijavaju osobe koje se ne uklapaju u društveno nametnute rodne uloge.
Također će se postrožiti i pravila o oglasima koji posramljuju ženska tijela. Ova je odluka donesena nakon prašine koju je podigla kontroverzna kampanja ‘Beach body ready ’ protiv koje je pokrenuta i peticija. Peticiju je potpisalo više od 70,000 osoba koje smatraju da je prikazivanje modela u bikiniju u oglasu proizvoda za mršavljenje društveno neodgovorno ponašanje.
ASA-ini prijedlozi navedeni su u izvješću koje provodi s istraživačkom tvrtkom GfK, a dio su nastojanja da se riješi problem lažnog portretiranja žena u oglasima.
Inicijatori/ce projekta smatraju kako je riječ o najopsežnijem pregledu rodnih stereotipa u reklamama u svijetu, koji je uslijedio odmah nakon velikog udarca na ‘airbrushing’ , odnosno retuširanje reklama u kojima se pojavljuju zvijezde poput Care Delevingne , Natalie Portman ili Julie Roberts . ASA je nedavno uvela i pravilo kojim se zabranjuju reklame u kojima se pojavljuju ‘nezdravo mršavi’ modeli .
Novi će prijedlozi razjasniti postojeći kod koji se odnosi na oglase i reklame koje objektiviziraju ili neprimjereno seksualiziraju djevojke i žene. “Naš pregled pokazuje da određeni oblici rodnih stereotipa u oglasima mogu naštetiti odraslima i djeci”, rekla je Ella Smillie , glavna autorica izvješća. “Takav prikaz ograničava načine na koje ljudi promatraju sebe ili druge te ograničavaju njihove životne odluke. Čvršći standardi u identificiranim područjima pomoći će u rješavanju štete i osigurati bolju zastupljenost suvremenog društva.”
Iz ASA-e su kazali kako im nije namjera u potpunosti ograničiti reklame, te da će reklame i dalje moći prikazivati žene kako čiste ili muškarce kako samostalno obavljaju tehničke poslove, ali će pritom morati paziti da takvim prikazom ne potiču rodnu stereotipizaciju.
Na primjer, reklame koje će vjerojatno biti zabranjene su one u kojima ‘čitava obitelj uneređuje kuću, dok majka sama preuzima ulogu dežurne čistačice’. S cenzurom će se susresti i ‘reklame koje sugeriraju kako je određen tip aktivnosti rezerviran samo za djevojčice ili dječake’, kao i ‘reklame u kojima muškarci uporno posrću nad jednostavnim roditeljskim zadacima’.
Deterdžent za suđe u obliku ženskog tijela svakako ne bi pronašao mjesto na tržištu UK-a
ASA-ino izvješće, naslovljeno Prikazivanje, percepcija i štete , otkrilo je kako štetni stereotipi djeci i odraslima mogu značajno ‘ograničiti izbore, aspiracije i prilike’.
“Portretiranje koje pojačava zastarjele i stereotipne poglede na rodne uloge u društvu također ima značajnu ulogu u razvijanju nepoštenih ishoda za mnoge ljude. Iako je oglašavanje samo jedan od mnogih čimbenika koji doprinose nejednakosti među spolovima, stroži standardi oglašavanja mogu igrati važnu ulogu u rješavanju nejedankosti i poboljšanju ishoda za pojedince, gospodarstvo i društvo u cijelosti.”
ASA će svoje izvješće predati Odboru oglašivačkih praksi koji u Velikoj Britaniji određuje pravila oglašavanja na svim medijskim platformama – od televizije i novina do oglasnih ploča i internetskih oglasa – kako bi se razvili novi standardi, odnosno pravila oglašavanja. Samo izvješće ispitalo je rodne stereotipe na svim područjima, uključujući sliku o tijelu, objektivizaciju, seksualizaciju, rodne značajke i uloge te ismijavanje ljudi zbog neuklapanja u rodne stereotipe.
Još jedna u nizu besmislenih seksističkih reklama
Dobra je vijest da je proteklih nekoliko godina sve veći pritisak za adresiranjem ovih problema u oglašivačkoj industriji. Seksističke i diskriminatorne reklame već su zabranjene na ulicama Pariza i Berlina , a čak i u Hrvatskoj, koja po ovim pitanjima značajno kaska za zapadom , postoji određena doza zdrave društvene osude kada su u pitanju reklame koje potiču seksizam i mizoginiju.
Nadamo se kako ćemo i mi uskoro biti pošteđeni/e besmislenih reklama u kojima se žene portretira kao vrijedne domaćice, majke ili seksi držače za pivo. [E.H.] Theguardian …