Media Monday – Sex, Children & Advertising
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April 2, 2012 •
Picture yourself walking through your local shopping mall. You are surrounded by billboards, signs, shop fronts, people trying to smother you in hand lotion or convince you to stop and ‘try’ something. It’s bright, loud and busy. You decide to pop into Roger David to buy your dad a new cardigan. Would you even notice the sign hanging over the racks of cheap imported Hawaiian shirts? Probably not. But even if you did, would your thoughts go beyond “Ooh, that’s a bit weird”.
The Sydney Morning Herald recently published this article. It is a disturbing and eye opening look at the dark side of advertising.
So,What is wrong with this particular image? Where do I start?
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It depicts a young, teen girl
The simple fact that an image of a young child is being used to attract the middle aged men who shop at Roger David is blatantly wrong and unethical.
2. The girl is made ‘silent’ in the image
The other alarming aspect of this image, is the presence of something in the girl’s mouth. This is actually a common theme in advertising and is designed to dehumanize the person by making them ‘captive’ or ‘silent’. Most of the time it is women depicted in this demeaning way.
In the book ‘Can’t buy my love’ Jean Kilbourne says:
“Women, especially young women, are generally subservient to men in ads, through both size and position. Sometimes it is blatant but other times subtle but it is designed to depict the female as passive, non-threatening, and easily dominated…”
Apparently this makes the advertisement more attractive to men.
With this in mind, remember this image is of a child – not a grown woman – a child that should never be forced to be silent, passive or dominated.
3. It uses the words ‘new love club’
If that title isn’t alluding to paedophilia then I’ll eat my hat. Clearly, this image is designed to be edgy and dark with the suggestion of sexual attraction to a child.
With all we know about how advertising ‘normalises’ feelings and beliefs in society then this image should be especially shocking.
Are we okay with industry normalizing paedophilia? That might sound extreme but it’s not. It all begins with a seed that grows and gains momentum. Before long, our constant exposure will de-sensitise us to the tragic consequences of child sexual abuse.
As a society, we are accustomed to seeing sexualized images everywhere.
The question is where we draw the line.
What I desire to see (and be apart of) is creating an awareness among parents so that we can protect our children and preserve their childhood.
It’s not just about children witnessing an image like this. It’s about what it represents and says about the society and culture we live in.
We must never underestimate the persuasiveness AND the pervasiveness of the influence of advertising on our lives and our children. We need to protect them not exploit them.
If you want to get proactive about the topic visit collective shout to join their campaign protecting girls and women from sexualisation in advertising and the media.
Tags: advertising, Children, Dakota Fanning, kids, media, media monday, Roger David, Sex, sexualisation, Tara Force
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She also has a barcode on her shoulder, as if she is some product or commodity sitting on a supermarket shelf, rather than a person who deserves dignity. Unbelievable! Another shop which will not be getting my family’s support.
Great article! Thanks so much for your support.
Disturbing image. I will go to collective shout. Our society is very ‘tolerant’ of things that should be questioned. It’s insane.
Jo, I hadn’t even noticed the barcode!!! Wow…it just keeps getting worse!
Lisa, exactly!which is why I desperately want parents to take this seriously.. This stuff shouldn’t be acceptable at all!
Though I agree that there is too much desensitization, as well as lack of ethics in advertising today, the site you picked to pick on seems less like a perverted old mans’ clothing site, and more like a trendy metrosexual male site. I don’t find the ad particularly tasteful for all the reasons you gave, yes, but from what I see, they are trying (unsuccessfully) to be edgy…that ad is ugly for a multitude of reasons….we are rapidly becoming a culture of no culture, and no class…the desensitization part is already in play due to video games, and trends…I am sure that there is even a chance that they are looking forward to the outrage that you, yourself supply them – any press is good press. I suppose the only real solution is to turn this around on these advertising maggots by showing your children, and your friends’ children, that this example is simply an example of what not to be. Then, give them credit for being able to make up their minds that your wisdom is the correct path…thanks for sharing
I sent Roger David a ‘please explain’ email and I also linked them to this page (hope you don’t mind). Corporations need to be accountable for more than the bottom line, a bit of consequential thinking and ethics wouldnt go astray…
Also it drives me bonkers when I walk thru my localshoppig centre as see all the essentially pornographic or suggestive advertising at kids eye levels. I have been silent in the past but I will complain from now on.