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French advertisements reflect gender-biases
8-11-2017
Al Hayat daily highlighted on Saturday a new report on gender discrimination in French TV advertisements published by France’s Higher Audiovisual Council (CSA) on October 31. The report comes as part of a new task assigned to the Council earlier this year with regard to protection of human dignity and the rights of women with a focus on their representation on TV. According to the report, the CSA monitored for 7 months some 2000 advertisement broadcast on the various French televisions to analyze the status of such representation. As shown by the report, men still have the driver’s seat in representation compared to women (54% against 46%), reflecting some kind of disproportion. The real imbalance, the report indicated, lies in the quality of roles assigned to women and men in television ads. When it comes to inviting ‘experts’ and ‘political guests’, publicists and advertisers automatically choose men (in 82% of cases), whereby sexually explicit adverts are assigned to women (67% of cases). The proficiency of a male in advertising appears in the automotive, technology, insurance and banking areas, while females are portrayed as more experienced in fashion, fragrances and skin care items. On the subject, the CSA president hoped the above survey will contribute to changing reality, calling for an in-depth and continuous dialogue of the issue and meetings with advertising representatives/ workers to develop a strategy to be adopted that enhances the image of women in adverts. (For the full report, kindly visit the following link: http://en.calameo.com/read/004539875531654f87801 (Al Hayat, November 7, 2017)
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