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Gender bias fries Steers ad

By: Colleen Lowe Morna
11 Aug 2008 11:4634 commentsBizLike
The South African Gender and Media (SAGEM) Network is toasting its victory in getting a Steers advertisement pulled off the air by the Advertising Standards Authority (ASA).
The Steers advert had a half naked woman with dots on her body juxtaposed with a hamburger. A green cursor moving from one body part to the next pin pointed which “piece” would be preferred on the woman's body.

Members of SAGEM who have been part of a media literacy course at Gender Links (GL) argued that they did not “see how selling burgers and ribs has anything to do with a woman portrayed in such a manner. This depicts the woman as a sex symbol that is as good as a piece of meat that is juicy and affordable.”

In a lengthy judgment, the ASA agreed that the advert breaches a clause in its code which states that “gender stereotyping or negative gender portrayal shall not be permitted in advertising, unless in the opinion if the ASA, such stereotyping or portrayal is reasonable and justifiable in an open and a democratic society based in human dignity, equality and freedom.”

SAGEM is joined this week by about 200 gender and media activists from around the region for the third Gender and Media Awards and Summit convened by GL, the Media Institute of Southern Africa (MISA), and the Gender and Media Network (GEMSA) under the banner, “critical citizens, responsive media.”

Article published courtesy of Gender Links Opinion and Commentary Service (GLService)
 
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About the author

Colleen Lowe Morna writes for the Gender Links Opinion and Commentary Service (GLService), which provides mainstream media with fresh views and voices on current affairs.
Accountability-
While I can appreciate the 'cleverness' of the steers ad concept, i did find its execution irresponsible. There have been many studies illustrating the correlation between dehumanisation of women through gender stereotypes and the incidence of violent assaults.


The reality is that when a woman is compared to a piece of meat, she is dehumanised. When she is dehumanised on television, this becomes seen as 'normal' and 'acceptable'. Can we then really be so surprised by high incidences of violent assault against women?


While advertising cannot bear the entire brunt of blame for violence against women, I do think that advertisers and those in the media could exercise their power and influence in a more positive manner. Why make an advert that debases any human being when you could surely come up with something that celebrates and uplifts humanity?


Maybe I am being naive.
(p)
And to pre-empt those who would call the steers ads 'cheeky' and 'sexy' - yes, they are. they are also objectifying and potentially damaging. it IS possible to represent female sexuality in a manner that is empowered and authentic, without having to rely on old stereotypes and damaging gender portrayals. Posted on 11 Aug 2008 13:08
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CreeAte
Agreed-
. . . and after all is said and done (dehumanising, desensitising, sexualising and all the rest)it just don't make blokes get up and buy burgers now, does it? Posted on 11 Aug 2008 14:38
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Sam
Don't women buy burgers?-
And let's not forget the very real point that even if some men did find this ad appealling (although I'm glad to hear that most don't), it completely alienates the female market. Don't steers need female customers that they are happy to offend them so casually? Posted on 11 Aug 2008 14:43
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Agree-
If they had equal amount of hunky (bimbo) men with women, the ad would have still been pretty facile, if rather funny - but it would at least have been gender balanced. Posted on 11 Aug 2008 15:44
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Jughead
When will they learn-
When will marketers learn that this kind of ad just turns off a huge percentage of your audience - male and female (those who aren't teenage boys or sad anoraks! Now how about getting that stupid Liquifruit ad canned too. Who the hell do they think their market is anyway?! Posted on 11 Aug 2008 14:47
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How bloody pathetic!-
All you womans libers need to get over yourselves! It was a bit of fun, never more than that. How very pathetic of you all to get on your high horses. You show yourselves up as a bunch of whinning women. I am very sad the ASA couldn't the ad for what it is - a laugh.

Come on, have we got as bad as America? I shudder to think that we are heading that way. Posted on 11 Aug 2008 14:56
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ohmeez
Totally agree-
I can't believe an ad like this was pulled, I think woman need to get off their high horses, can anyone remember the ad when a woman was eating Lays chips and day-dreaming about Ryk Neethling coming out of the water in a speedo, objectifying males in a sexual way how horrible lmao, were there ever any complaints about that? females especially new age woman need to just relax please they are clearly missing the whole point of the Steers ad. Posted on 14 Aug 2008 11:10
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Small voice from the Glovebox
And the Toyota ad where the woman is thrown into the glovebox?-
wtf is that about? toyota going for a grim reality angle? Posted on 11 Aug 2008 15:09
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woah-
i never saw that. really? wow. anybody got a link? Posted on 11 Aug 2008 15:47
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Simone Puterman: managing editor
Toyota ads at the cinema-
I saw a couple of these Toyota ads at the cinema last night, with a guy friend. Both of us weren't impressed. Posted on 11 Aug 2008 17:31
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Toyota ad in glovebox-
I don’t think a lot of people understand the humour behind this ad. It is not the intension to diss any gender, I know a lot of females who find the ad funny and not discriminative. So those overly sensitive viewers should relax a bit. The other Toyota ad with the man running out of petrol can also be seen as a problem because it focuses on how immature men are, but we don’t complain because we understand the humour and the selling point. Posted on 12 Aug 2008 07:00
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Girl Power
Get a real job-
I am sick and tired of ads being pulled because they feature attractive women. The people who jump up and down about this type of trivial things should rather focus their efforts on more serious issues.
If the ad offends you, change the channel.
I thought it was funny, and not offensive at all. Oh and by the way, i am a woman.
I'm also tired of the ASA bowing to pressure from 1 or 2 people. Its quite ridiculous.
Viva scantily clad women, Viva!! Posted on 11 Aug 2008 16:10
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Hm-
Your comment saddens me. No one is objecting to scantily clad women. The objection lies with women being compared to a piece of meat, and to women being reduced to their body parts. And just because you are a woman, and you like it, does not mean that all women (or men) will like it. Similarly, just because some women (and men) found it offensive, does not mean to say that you HAVE to find it offensive.

Who knows how many people liked it? Who knows how many people didn't? The fact of the matter that many people also like to get drunk and drive, but because this poses a threat to our society at large we discourage it.

Likewise I would say that it is important to discourage the degradation of women. When I say degradation, please do not misunderstand. There is a line between a woman in a bikini, and a woman being compared to a hamburger. The one is in a swimming costume. The other is a product to be consumed. Posted on 11 Aug 2008 16:25
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HAHA-
Are you woman or a girl, girl power?
LOLZ Posted on 11 Aug 2008 16:33
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Alfie (the original)
Get real-
I agree with you - First, she was not being compared to or dehumanised as a piece of meat. Second, some people should learn to lighten up and see the ad as it was presented: i.e. "We know where you are looking." Posted on 11 Aug 2008 17:11
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Get real?-
I dunno alfie (the original).
When you put one thing on one side of the screen, and another thing on the other side, arent you COMPARING THEM?

And also, isnt the point that we were meant to be LOOKING at their CROTCHES and BREASTS (oh, and briefly their faces, once or twice) kind of... I dont know... objectifying? as in, reducing them to their body parts?

duh. but i guess the wiminz should just lightenz up. Posted on 11 Aug 2008 17:18
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wtf-
wtf are you talking about? i cant walk 10 meters without seeing scantily clad women peering out from posters, billboards, magazine racks or television sets. where are all these magical ads that have been banned? are you high? Posted on 11 Aug 2008 17:39
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The Dispensed Dude
Gosh-
what perfect timing - it's woman's month - dah, of course they are going to pull it off... gosh, and they will punt more on one in every five men has raped some gogo or something. can't wait for this month to be over lol... Posted on 11 Aug 2008 16:17
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Good grief-
Firstly, I think what you just said is very telling, although I'm sure thats not how you meant it. The fact that these issues are only raised during womens month DOES suck - because shouldnt they be important issues all year?

And secondly, are you a rape apologist? Are you saying rape doesnt happen? Or isnt a big deal? Is rape and sexism just a 'little problem' and those crazy women are just bitching about nothing? Should they just shut up? Would you like to put your real name next to your comment, or do you understand how tasteless and unacceptable that kind of stance is? Posted on 11 Aug 2008 16:29
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The Dispensed Dude
AHhh, what?-
Oh, is that what you think? why don't you ask me what i think about rape lol! your opinions, i must say, are quite convincing, but selfish. ask what i think first and then we'll get to your opinion...

and as far as my name is concerned, unfortunately for you, THE DISPENSED DUDE is all you'll get.

good luck with your opinions - hope they will get you somewhere!!! Posted on 12 Aug 2008 09:18
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well-
obviously your callous attitude would make one wonder if you give a shit about rape. which is why i asked. Posted on 14 Aug 2008 16:24
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guess no one here saw the women's day ad for...-
Sunlight washing liquid?

Oh well, I'm off home to wash the dishes, again, and again, and again!!!!!!!!!!!!

Talk about generalizing and stereo typing... Posted on 11 Aug 2008 16:50
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lol-
i also love washing the dishes!! its the most fun you can have with your clothes on! the only way it could be more fun is if i could do it with my clothes off!!yay!!!!!

god its like the world is run by morons. Posted on 11 Aug 2008 16:55
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I Dont Care what you think
Ugly Women 1 - Clever Advertising 0-
Once again the moral majority claims a victory.
What will they ban next? They complain that they are displayed as desirable, and in the same breath complain that they aren't found desirable by men. Woman interest magazines are filled with articles on how to be more desirable for their partner. Why don't they ban those editorials/articles? Posted on 11 Aug 2008 18:25
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You iz smart-
seriously, is that your WHOLE argument? It's just as well you dont care what we think. You wouldnt be able to process it anyway. Posted on 11 Aug 2008 19:04
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A case study in poor marketing - well done SAGEM-
Well done SAGEM on achieving the canning of a completely ineffectual and poorly conceived ad. Sadly for Steers it seems that the damage was done, with most women I know blacklisting the outlet for life. Yes men buy burgers, and single men are clearly a target market group, but are fleeting images of body parts compelling reason to purchase a luxury product in trying economic times? Sex DOESN'T sell Steers - something that truly successful brands such as McDonalds worked out many years ago. Posted on 11 Aug 2008 19:55
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Rant!
scary men in clown suits that play with kids sells!?-
dont worry steers most single ladies are on diet trying to look good for men and dont eat your burgers anyway...
firstly you people complaining should get your facts straight, if you are in advertising you obviously don't pay enough attention to it , the little green target is following where your eyes are going , there is no comparing to anything, at first its focused on the very sexy ladies and as the burger gets bigger, your eye is taken away from the ladies and to the burger!(making the burger better than the ladies)(I would draw you a picture but you might get it taken off)
This is besides the point the fact that you think this ad causes rape is the stupidest thing I have heard, sick people cause rape, criminals cause rape, it would be like saying advertising beer on TV makes people drink you have a choice there is no gun to your head. I didn't see you ladies complaining about the half naked man on the archers aqua ads- this obviously made three women kidnap a man at gun point and rape him(really happened 2 weeks ago in SA)
You people have nothing better to do than make mountains out of mole hills, let them have their ad put it on at a more adult time. worrying to see that what really make you think is dehumanizing, desensitizing, sexualizing to women is a steers ad and not sex workers trying to get prostitution legalized... Posted on 12 Aug 2008 07:30
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Wha-ever
Well - what'ss fare is fare-
Maybe they should ask woman??? Posted on 12 Aug 2008 08:28
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Quiters
Woman in short scarts-
There are some "advertes that are offencive to male,and there are no male person who is making a big issue on it.There have been an public distabing which was conducted by the woman and drivers of taxies.This is having an effect on the Advertisers working in the AD Agencies , also putting slim chances for them to work around them. Posted on 12 Aug 2008 12:15
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dark knight
WHAT THE HELL???-
I thought is was a good advert, it got your attention on the actual burger.
Are you guys so board with your lives that you find ways to destroy good advertising.
Yes so it had woman in there underwear.... Ah so what, they weren't that entertaining any ways!!
SEX SELLS PEOPLE!!
And its every where you look now a days,thats why woman feel so insecure with them selves, look at the magazines covers!!
They have these photo shopped woman on.... Yet why isn't that being pulled from the shelves?
DID YOU KNOW, 72%of woman get depressed when looking through those magazines!!
It was a funny ass advert!!! Posted on 12 Aug 2008 12:27
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Sibam'sothanyelo
Just maybe-
Maybe the ad should be screened only on (e)Saturday nights during Emanuel. Posted on 12 Aug 2008 17:00
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Great spelling, better grammar-
I can't help but notice that the majority of people defending the Steers advert have atrocious spelling and grammar. Which, if you think about it, makes sense. Posted on 14 Aug 2008 16:26
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Boom Daddy
while we're all being silly...-
I too was annoyed by that ad. That wonderful burger was being compared to a woman. Don't burgers have rights too? And those green dots were offensive to the colourblind. And the sound to the deaf, and the blonde to the brunette. And lets all rape somebody this weekend because of a burger advert. Puh-lease, you nanny types have lost it and you make the world boring. You didn't even get the ad. Steers were actually saying she was desireable, not a piece of meat. They were comparing their meal to the top of every mans list. Hardly an insult. An exotic car could have done the same thing. An island location. But because its a chick you go in to eyes wide shut mode. And all that you've proven is that you're probably a lesbian. Posted on 15 Aug 2008 15:34
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NABILA
KIDS WATCH T.V.AT 6 O CLOCK-
I FOR ONE AM SICK OF WOMEN TAKING OFF THEIR CLOTHES AND EXPOSING THEMSELVES BECAUSE THEY ARE TOO DUMB TO DO ANYTHING ELSE. I FOR ONE AM NEVER BUYING STEERS AGAIN.
THOSE WOMEN WERE PRACTICALLY NAKED, ONE WOMEN PRACTICALLY EXPOSED HER BEHIND DISGUSTING!

FOR THE MEN, PERVERTS GET A LIFE
FOR THE WOMEN, WHO FIND THE ADVERT AMUSING, GET A BRAIN THINK SOMETHING OF YOURSELVES! Posted on 23 Sep 2008 12:56
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