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)
