“Pub girls” (7/7). In terms of feminism, from #MeToo, advertisers wash white than white … and sometimes, the strings are a bit big.
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A young girl (blonde, it goes without saying), her mouth wide open, eyes wide like a doll, is about to engage a “long and juicy burger, 7 centimeters”, placed in front of her throat. This 2009 Burger King advertisement, displayed on signs in Singapore, has gone around the world. Almost ten years later, on the internet, face camera, a woman holds this poster in front of her and proclaims: “I love practicing blowjobs on sandwiches.”
In this 2018 global campaign, called “Women Not Objects”, models denounce – supporting images – the degrading vision of women disseminated by certain advertisements. The spot ends thus: “I am your mother, sister, daughter, colleague, manager, CEO do not address me in this way.” At the origin of this initiative, an American advertiser: Madonna Badger. The boss of the Badger agency, which imagined the Calvin Klein ad with Kate Moss the mouth ajar and the breasts forward, became aware of the extent of sexism in advertising by typing “women objects” in Google images.
“Pub is based on the creation of desire, on the fantasy of men, explains Gilles Masson, boss of the Australia agency.Gad. She manufactures stereotypes. She imposes and destroys them. The most participated in the dissemination of these sexist shots which then fought them the most. “In the past ten years, two phenomena have, in fact, profoundly transformed the sector:” corporate “and #MeToo communication. The globalization of advertising campaigns and the fragmentation of the public with social networks have forced brands to refocus their discourse on their values more than on products. “For ten years has been the theme of the company for ten years, because people no longer have confidence in politics. Brands have started to have fights, including feminism”, confirms Mercedes Erra, founder of the Betc agency.
a kind of mea culpa
Before the great turn #MeToo, there had indeed been some inflections. In 2004, in the Spot “Real Beauty”, “normal” women were exposed in basic underwear for Dove (Unilever) products. At the origin of this choice, a study by the brand revealing that only 2 % of women were beautiful. At the time, university research alerted to the fact that the use of surgery explodes among American adolescent girls. Anorexia is common and eating disorders affect women at 90 %. “There was only a standard of beauty: tall, thin, long legs, white skin, blond hair, long, smooth. Practically nobody corresponded to these criteria”, said, in 2018, on the Infopress site, Janet Kestin, co -founder of the Swim agency, in charge of this campaign which had a definite impact on the advertising industry.
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