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Empowering consumers to call out sexism
MELBOURNE – 28 November 2019
goddesses or sex objects. Many consumers are tired of seeing these kinds of gender stereotypes in
advertising but feel powerless to change them.
consumers to take action.
the rules advertisers are supposed to follow, and how to make a complaint.
members are concerned about the impacts of stereotyped and sexualised advertising.
gender portrayals in advertising, they are so common that they have become desensitised to them.
Most were unaware of where to take their complaints.
has a powerful influence on social norms and attitudes. The evidence shows that advertising
portrayals pressure women and men to conform to narrow stereotypes, have harmful impacts on
women’s mental health and support attitudes that contribute to violence against women.”
advertising. WHV and the City of Melbourne, along with members of the advertising industry,
businesses, academics, activists and community members are partners in the project, which is
funded by the Victorian Government.
the way women and girls are portrayed in advertising and promote their health and wellbeing.”