writer – speaker – advocate

  • Home
  • About Melinda
  • Shop
  • Testimonials
  • Bookings
  • Contact

Melinda Tankard Reist


Posts Tagged ‘Advertising’

MTR on Open House with Leigh Hatcher

MTR in the Media 1 Comment »

I was interviewed by Leigh Hatcher for Open House on Sunday night. If you’re interested, here’s what we talked about. 

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

Share

April 29th, 2013  
Tags: Advertising, body image, children, collective shout, Eating Disorders, marketing, objectification, Open House, Pornography, Sexualisation, teens, tweens



The problem with Dove

News of Note Comments Off

Not buying it

Thanks to our friends at ‘The Illusionist’ for this blog post on Dove. With the deluge of lovey-dovey isn’t Dove wonderful guff all over the social media stratosphere, it was refreshing to read this piece which sums up all that is wrong with the so-called ‘Real Beauty’ campaign. So what if they make cool videos? Does that justify everything else the company does? Collective Shout has had Dove in its sights since our inception four years ago, and its parent company Unilever continues to appear on our annual ‘Cross ‘em off your XMAS list’

This week my inbox was flooded with emails from friends and acquaintances – who had forwarded me the link to the latest Dove “Real Beauty” video, highlighting the disconnect between women’s perceptions of their own attractiveness and how outsiders see them. The point of the video is to show that women are often too critical of their looks. I was glad to see how this video sparked important conversations in the blogosphere and social media. But there’s a dark side to Dove that many people are unaware of.

I had written a blog post about some problematic aspects of Dove’s “Real Beauty” campaign back in October 2008. Recently, while researching material for my feature-length documentary, I came across more evidence that supported my earlier points. Thing is – I’ve been reluctant to speak up about these issues for several reasons. The key ones:

Dove’s campaigns are the only ones that – at least on the surface – promote positive body image, in an ocean of toxic advertising set to make women feel insecure about their looks

I am acquainted with several people connected to Dove’s Real Beauty campaign – they’re good-intentioned people I deeply respect and admire.

I actually really like Dove’s videos

So, I considered these issues and thought about the latest email I received from my friend S. I wondered, would she feel that same way if she knew the other side of the story? My hunch: probably not. Staying quiet would be the easy thing to do. But is it the right thing to do?

So, without further ado, I am addressing the big elephant in the room. Below you will find my original post about Dove – with some tweaks and updates reflecting new evidence I recently discovered.

About three months ago, upon completing the first phase of research for my film, I held two slideshow presentations in front of an audience of friends, acquaintances, and a few people working in the TV/movie industry in Paris. Very much in the style of Al Gore’s “An Inconvenient Truth.”

At the heart of the presentation is the assertion that the obsession over the pursuit of the perfect female body is one of the integral parts of the capitalist system. If women were suddenly content with their appearance – accepting their body size, skin tone, wrinkles, graying hair, and the size and shape of their breasts, amongst other things – entire industries would collapse. Indeed worldwide revenues for cosmetics, dieting products, and cosmetic surgery totaled almost 500 billion dollars in 2006. Thus the saturation of images in advertising and mass media promoting an idealized, surgically-enhanced beauty that is impossible to achieve.

Well, during my presentations I would invariably get asked about the company Dove and its campaign for “Real Beauty.” Wasn’t that refreshingly positive? People would ask. It is a question that comes up every time I talk about my project. The short answer? Yes and no.

The people at Dove have actually exploited a void in the marketplace. By introducing so-called women with “real” bodies, they distinguished themselves from their competitors. According to the New Yorker, after the introduction of their “Real Beauty” campaign, Dove’s sales shot up 700% in the U.K. Read more here.

And what about this, also brought to you by Unilever? 

Meaningless Platitudes

Germaine Greer has some great things to say on this in an article reprinted in this blog post: ‘Do we repeat meaningless platitudes about beauty or honour women for their achievements?’  

Perfectly captured in this tweet! 

Kezrah Of Kapitola (@wearemostamused)

17/04/13 7:41 PM

@MelTankardReist their lastest video emphasises that self-esteem should come from how I view my looks. What about how I view my brain?

See also ‘Girls still getting the wrong messages about their bodies’ in which I argued what we really need is a ‘Love your Mind campaign’.

Share

April 19th, 2013  
Tags: Advertising, Axe, body image, collective shout, corporate social responsibility, Dove, equality, Lynx, marketing, Real Beauty, status of women, the illusionists, Unilever



Miss Representation: a must see film

Events, News of Note Comments Off

Share

August 31st, 2012  
Tags: Advertising, miss representation, objectification, status of women



Declare yourself insulted

News of Note 5 Comments »

By: Danielle Binks

You know the one thing that’s more insulting than blatantly sexist/misogynistic advertising?

Advertising that touts pseudo-feminism but sends the exact same bigoted message, only cloaking it in women’s liberation to soften the blow.

Take the new ad from Triumph Lingerie Australia, for example. The ad’s tagline reads ‘Welcome to the Republic of Triumph’ and asks women to declare themselves. The associated image is rather epic – featuring lingerie-clad women marching and waving Mao-ish red flags while holding protest signs aloft. One of the signs reads “It’s my right to have a career and a baby” while another declares “It’s my right to smash the glass ceiling.”

Except the ad’s attempt at appealing to our feminist souls is an epic fail, because the women featured are not only perfectly perky and seriously skinny, they’re also airbrushed to the nth degree and look decidedly plastic and flawless. They are entirely, disturbingly unreal.

The Triumph ‘feminist’ message that sits alongside its contradictory content is awful, but by no means is it the first time a company has hidden misogynistic agendas behind pseudo-feminist armour.

Take the Dove real beauty campaign, for example. The toiletries company claims to be about advertising images of women with real bodies, of all ages who are ethnically diverse. An admirable effort.

But their ‘real beauty’ campaign is utterly hollow, when Dove is owned by Unilever who sell such patriarchal products like ‘Fair and Lovely’ skin-lightening cream (which is particularly popular in India where women are made to feel that the lighter their skin, the more beautiful they’ll be).

Or how about everyone’s favourite (insert sarcasm) athletic company, Nike? For a little while there they actually churned out some (surprisingly, begrudgingly) good and powerful ads that portrayed famous sportswomen not as sex symbols, but as the tough athletes they are in the feminist ‘Rock Victorious’ campaign of 2010.

But any ground Nike gained with women has been lost after their EPIC FAIL in releasing a Gold Digging t-shirt to ‘celebrate’ the fact that female athletes bought home 29 of Team USA’s 46 gold medals at the London Olympic Games.

If that t-shirt was Nike’s attempt at showing support for their female athletes, then we’d prefer they Just Not Do It.

But, back to the Triumph Australia ad and its ‘Declare Yourself’ feminist message alongside contradictory models. The height of irony is that one of the models is waving a sign that says “It’s my right to feel good about myself” – so we hope women looking at this ad take a moment to note the wrinkle-free, no-bulge-in-sight, big-breasted (airbrushed) models in their bras and undies and Declare themselves unimpressed with this faux-feminism marketing campaign.

Danielle Binks.  This blog has been posted with permission from Spinifex Press.

Share

August 29th, 2012  
Tags: Advertising, body image, danielle binks, dove real beauty, fair and lovely, marketing, objectification, Spinifex Press, Triumph, Unilever



The disparaging and belittling of mothers: on mother shaming in sexualisation debate

News of Note 17 Comments »

‘How dare the elite media and privileged individuals who think themselves superior to the average mother, deride mothers and imply they’re not eligible for a view on how society should be improved?’

Caroline Norma

The articles last week in New Matilda (Trixie Wellington), Crikey (Helen Razer) and ABC Unleashed (Lauren Rosewarne) were so nasty and hurtful to mothers who are legitimately doing their best to make sure their daughters don’t come to any harm from men.

What about mothers who are survivors who might feel like they worry too much about child sexualisation stuff? (which I don’t think is possible). It’s just feeding into their self-doubt, and disempowering them from taking proper action to try and protect their kids better than they were protected.

I think there’s an implicit message in Wellington’s article that mothers are looking at their daughters sexually, which she should be called out on. This is an outrageous claim – Australian courts are currently chock full of, not women, but men who have decided to extend their violent pornography consumption to children. The statistics are huge and getting worse by the year.

Of course we would all love men to come to their senses and begin to lead decent lives like women have managed to for hundreds of years, but at this point in history there’s no indication they’re collectively deciding to do that. So, in the meantime, we have to let mothers feel as empowered as possible to protect their kids, without feeling like they’re weird or being told, (with no evidence) their agenda is puritanical: to ‘shame’ girls and put them in burqas?

How dare the elite media and privileged individuals who think themselves superior to the average mother, deride mothers and imply they’re not eligible for a view on how society should be improved? It smacks of classism. Why are mothers not eligible to speak on behalf of other women? Why can’t they lead the women’s movement (however that’s defined)?

Why can’t we have a women’s movement that’s influenced by our concern for children? Do we have to hide the fact we’re mothers if we want to speak out? And what’s with  ‘feminists’ siding with corporations over an individual mother? How could that happen?

More than ever, we need to stand together across the class divide to protect children against trends like sexualisation. Disparaging and belittling mothers, who are most qualified to speak on behalf of children, is just a good way to let the corporations win.

The pornification of culture occurs because not enough of us have children’s rights foremost in our minds. On a daily basis mothers are going about their lives with children’s wellbeing and welfare as their top priority, so we could learn from their example.

Dr Caroline Norma is a lecturer in the School of Global Urban and, Social Studies at RMIT University and a contributor to Big Porn Inc: exposing the harms of the global pornography industry.

See also: Mum who targeted Target part of larger backlash against corporate sexploitation, MTR, August 11, 2012

See also: Suzy Freeman-Greene ‘Tweens’ and our sexed-up culture

MTR, Dr Joe Tucci from the Australian Childhood Foundation, Professor Elizabeth Handsley of the Australian Council on Children and the Media and Maggie Hamilton author of ‘What’s happening to our Girls?’, discuss sexualisation of girls on ABC’s Sunday Nights with John Cleary.

Listen to the discussion. 

Audio clip: Adobe Flash Player (version 9 or above) is required to play this audio clip. Download the latest version here. You also need to have JavaScript enabled in your browser.

You can also listen via the ABC Local Radio website here.

Share

August 21st, 2012  
Tags: Advertising, campaigning, citizen activism, collective shout, corporate social responsibility, facebook, fashion, feminism, Kids Free 2B Kids, marketing, mothering, mothers, objectification, protest, Sexualisation, sunday herald sun, Target



Mum who targeted Target part of larger backlash against corporate sexploitation

Melinda Tankard Reist, MTR in the Media 5 Comments »

As published in the Sunday Herald Sun Aug 19 2012

Share

August 19th, 2012  
Tags: Advertising, campaigning, citizen activism, collective shout, corporate social responsibility, facebook, fashion, Kids Free 2B Kids, marketing, objectification, protest, Sexualisation, sunday herald sun, Target



Creativity in Australian advertising is dead. Long live recycled, misogynistic, overseas rubbish

Melinda Tankard Reist Comments Off

Guest post by Guy Sigley, originally published at The World Tells Me

Today’s post begins with an actual account of the meeting that took place when the Lynx ‘Clean your balls’ campaign was born.*

It’s late on a Friday afternoon. Lynx executives sit side-by-side with the most brilliant minds in the advertising industry. They’re ready to make history. Ready to win awards.

The brief is simple: sell Lynx men’s shower gel. Ties are loose at necks. Hands are running through product-filled fringes. One guy’s watching Bikini Car Wash III on his iPad.

‘All right, men,’ begins Lynx’s highest ranking officer. ‘What have we got?’

A young man in a tailored suit speaks up. University-educated, well travelled, crisp accent. ‘Balls,’ he says emphatically.

Some nods. Some looks of confusion. Some uncomfortable shifting in seats.

‘What’s wrong with breasts?’ the boss asks. ‘Breasts sell everything.’

‘We’ve done breasts before. We need something edgier. More creative. More tangible.’

‘Balls . . .’ the boss muses, warming to the idea. ‘Talk me through it.’

‘We use different sorts of balls, you know, like tennis balls and golf balls, as a metaphor for … well, balls.’

‘Bit opaque isn’t it? There must be some way we can get breasts in there?’

‘No, sir, not really. It would compromise the thematic premise.’

‘Boobs?’

‘No.’

‘Bosoms?’

‘No.’

‘Hmm. A commercial without breasts.’ He sits back, squints his eyes and tries to imagine such a curious creature. ‘It’s a risk, but I’m going to back it. You know I love creative ideas!’

The campaign is offensive; it’s meant to be, as Lynx has more-or-less confessed (though they use the phrase ‘sharp and edgy’).

What Lynx hasn’t explained is why it has to be so unaccountably juvenile. It’s not clear from the campaign video whether the whole thing is for an actual product or is just a snigger-fest put together by a bunch of fourteen-year-olds with Final Cut Pro and too much time on their hands.

Call me a crazy, femo loving wowser, but why does Lynx have to use puerile double entendre to sell shower gel? Have all the good ideas really run out? They talk about being mavericks, but what’s maverick about objectifying women? Just about every ad agency on the planet is doing that.

Women? How could this be objectifying women? It’s all about balls.

No, it’s not. It’s about the premise that women exist primarily for men’s sexual gratification. No matter how much Lynx claims this is a ‘sharp and edgy’ campaign, it has the same misogynistic foundation as so much of the other tripe we’re served up by advertisers on a daily basis. All of them infusing our minds with the idea, explicit or not, that women are mindlessly stumbling from one opportunity to pleasure their menfolk to the next. That’s the sum total of their contribution to society. And here’s a tip, lads, if you use the right shower gel, they won’t be able to help themselves.

But Lynx wasn’t going to stop at one overproduced advertisement. Just to prove that the campaign team had more than one brilliant idea, they decided to knock off a picture of the Hockeyroos – you know, the incredibly dedicated sportswomen representing Australia at the next Olympics – and plaster it on Lynx’s corporate Facebook page with the blisteringly witty caption ‘These girls sure know how to handle balls.’ Seriously? Sharp and edgy? Or disrespectful and lame?

Has anyone actually said ‘edgy’ in conversation since 1996?

Two-faced Unilever is the parent company that owns Lynx. Unilever also owns Dove. Dove campaigns for real beauty. Lynx objectifies women. Enough said, I’d suggest, but Miles Mainwaring says it better than me anyway so check out his article highlighting Unilever’s hypocrisy.

Of course, the team at Lynx will be slapping their palms red from all the high-fiving at every negative word spoken; free publicity, campaign longevity! Well the joke’s on you Lynx, because no-one actually reads this blog.

But you know what, maybe I’ve been a bit harsh. At least the campaign was original.

The original Axe campaign, which Lynx ripped off and re-badged for an Australian audience

Thanks to Collective Shout (CS) for highlighting this travesty of a campaign. Read the CS post here.

To take action and tell Lynx what you think about its ad campaign, send a message through the Unilever (parent company) website. Or make a complaint to the Advertising Standards Bureau.

* Today’s post did not really begin with an actual account of the meeting that took place when the Lynx ‘Clean your balls’ campaign was born. But if advertisers want us to think they’re more than a group of adolescents in suits with way too much money, give us something clever, creative and maybe even funny. Please leave the smut and objectification behind.

Guy Sigley is a Melbourne-based writer who works in communications by day and blogs by night. A father of young children, Guy began his blog The World Tells Me to oppose the profit-driven sexploitation and misogyny  so widespread in popular culture.

Share

August 3rd, 2012  
Tags: Advertising, Axe, collective shout, Dove, Lynx, objectification, Sexualisation, Sophie Monk, status of women, Unilever



How inequality and objectification is imprinted in our brains

News of Note 3 Comments »

“A woman will see this as a representative of herself and her self-worth”

 Have come across some great blog posts on the stuff that matters here at MTR and I thought you should see them too. Opt 4 has perfectly captured the way objectification of women and girls is harful to them. And there’s some great action points at the end!

You’re flipping through your favorite magazine, newspaper, or just general rag that happens to be around. You’re focusing on 1-2 things per page, and if you asked most people they wouldn’t know half of what they saw while they were flipping the pages. You noticed a phone number here, a dress someone was wearing there, an interesting 100 word article that you skimmed, but nothing truly significant…and you put the mag down and (if you’re like most of us, like the majority of the people int he world) you’ll pick up another one and do something very similar.

What you don’t realize is that though you thought you were just flipping, your mind has allowed you to think that through the use of many many filters. If you consciously knew everything you saw, you’d go into brain overload.

SCARY PART – Your brain is imprinted with every single thing that crosses your eyes. It’s imprinted ont he main central control unit, or the CPU of your brain, the part of your brain that is in complete control of your thinking, your emotions, and how you live your life – your subconscious.

So in your 10 minutes of flipping, your brain was imprinted with every picture you saw.

Now, a lot of research has been done (by marketing and advertising agencies…this is no coincidence) as to what will catch your eye, what colors will entice and shock you, and what images and shapes will cause your eye to imprint onto your subconscious. The breadth of research is phenomenal…and it’s where a lot of our optical illusions come from. So everything that crosses your eyes’ path, is immediately imprinted on your main central influence section of your brain.

To begin this series we’ll start with Print media consumption.

So what are we looking at on a daily basis…here’s a group of print ads:

This blog has spoken about the problems of print media for years:

Images create our reality

Can you believe these pictures?

Iron Girl?

Woman not girl

No sexism in these mags 

Go here for more of these kinds of ads.

These are a very very very small example of ads that are seen throughout the fashion magazine, glamour magazines, and women magazine industries. Ads depicting women in brutal, abusive, object-like ways are churned out by the millions.

Most magazines are on average 60% advertising. Many of the fashion magazines ramp it up to 80-90% advertising if you add the captions that tell you the price and make of the things the models are wearing.

So let’s quickly do the numbers and see how far-reaching these images can be – Each magazine has about 800,000 subscribers (this is a very low number). There are 7 ads in each of our hypothetical magazines (the pictures above), that means these images were imprinted on 800,000 people. in a year, these people have each been imprinted with 84 images….that means 800,000 people have been accustomed and trained that images of violence against women are merely advertising and entertainment.

Now add this 800,000 to 10 different magazines for a total of 8,000,000 people! That is a country. That is a large cross-section of our Untied States. The sad part is that this is a low number.

BUT….

With what we know of brain imprinting we know that these images were imprinted on the subconscious and then created into a thought and opinion. A woman will see this as a representative of herself and her self-worth. A man will see this as a Representative of women in general and is actively learning how to treat “her” through these images. When we see 1 million images a day and 1/2 of them depict violence against women and gender inequality – we have a very heavy imprinting on our brain to think 1 view and idea of women.

When we put all of the ads together we see only 1 thing:

Woman are to be treated in violent ways.

Women are happy to be treated in violent ways….creating the idea of accepted sexual assault. This website explains this idea wonderfully.

Men are superior to women.

When 1 gender is seen to be superior to another gender, the superior gender will react in violence towards that lesser gender. This has been seen in racism, ageism, and sexism!

Add another aspect to this: Remember what I said above: “A woman will see this as a representative of herself and her self-worth.” Not only are men seeing that women should be treated with violence and that they as men are superior, but women are being taught they deserve this violence and they are less than a man. When a group of people are taught to see themselves as less than another group – the downtrodden group accepts the violence that is put on them as deserved and “normal”.

By allowing our brains to consume these images and by allowing these images to exist, we are promoting and imprinting on our brains – inequality towards women and violence towards women.

opt 4 writing letters to every advertising agency and magazine to end this violent campaign against women.

Opt 4 eliminating this kind of consumption from our society.

Opt 4 ending the consumption of disrespectful print media

As published on

Share

July 29th, 2012  
Tags: Advertising, beauty industry, body image, equality, fashion, marketing, objectification, Opt4, Sexualisation, status of women, thin ideal, violence against women



Slit throats, acid burns, bruises and beatings: magazine glorifies abuse of women

Melinda Tankard Reist 7 Comments »

Battered women the new black in fashion spreads

Jane Hollier

It’s been an interesting few weeks for women (read: depressing). Lingerie Football League, yet another hyper-sexualised plus-sized model fashion spread, and a Bollywood star who hasn’t lost her pregnancy weight being called a fat elephant (she even got a YouTube clip dedicated to the weight gain, with elephant sound effects accompanying her image). Oh, and let’s not forget Cambridge University’s “Rear of the Year” competition, where women posted pictures of their behinds online to be rated, and hopefully win the title (what an honour!).

But this one really takes the cake. Bulgarian magazine 12 has released a beauty editorial spread depicting women as victims of physical abuse. The pictorial features glamorous and heavily made up women with an array of gory injuries, including a slit throat, ripped out piercings, acid burns and a woman’s mouth cut into a wide smile.

Titled “Victims of Beauty,” the so-called beauty spread is a visual slap in the face for women who have encountered this kind of sickening abuse. But what is most disheartening is that it isn’t the first time the fashion industry has displayed complete apathy towards violence against women. And it is very unlikely that it will be the last.

Former model, Jenna Sauers, wrote for Jezebel:

These kinds of images are nothing new. Seeing women shown as the victims of implied male violence — or victims of any violence, frankly — in what is an overwhelmingly female industry, in magazines that are overwhelmingly run, written, and edited by women, has always troubled me. It troubled me back when I was a model, and was asked to take part in shoots that had themes of violence and death. It troubles me now that I merely see these images in the fashion media, which are largely the women’s media.

It’s a given that fashion magazines — like other forms of mass media — often aim to shock. Because they like the attention. Because they like the ad dollars. Because they like the rebellious reputation that shocking us squares confers. But it’s still worthwhile to examine the means by which they achieve that shock value. The high-fashion world in general loves to think of itself as contrarian, élite, and boldly at odds with the tastes and mores of the wider public. It likes to think that it, in fact, leads those tastes. But much of the imagery the fashion industry uses to communicate its messages at best echoes and at worst reinforces some of the wider culture’s most negative ideas about women and girls.

12 magazine caught wind of the public’s disgust and responded to Jezebel, saying:

We believe that images such as ours can be seen from various angles…Where some see a brutal wound, others see a skilful work of an artist, or an exquisite face of a beautiful girl. That being said, we do understand why some accuse us of promoting, in a way, violence, but we do not agree with that, and we think that it is very narrow-minded way of looking at the photographs.

And after all, isn’t it true that we see brutally wounded people all the time, in real life – on television, in the news, in movies, videogames, magazines and websites, and they are all very different, but alike in one thing: some are real, some are not. And fashion photography is an imitation of real life, sometimes realistic, sometimes delicate, other times grotesque, or shocking.

They go on to call critics sexist (because if it were men we may not have the same outraged response) and question what our reaction would be if the images were part of a campaign against domestic violence. But here’s the thing: these images of battered women were not created to spread awareness of physical abuse. They were not created to invite you to do something about the very real and heartbreaking issue of violence against women. They were designed for the sake of shock value, and shock value only. By publishing it in the beauty section of a magazine – a section that exists to give the reader an aesthetic ideal to aspire to – what kind of message are they sending?

In the last few years we’ve seen advertisements and magazine editorials glorifying images of women being strangled, as corpses, dead in car boots, with nooses around their necks and in gang rape situations. This usually followed by claims of it being “art” or to “make a statement.” Whatever you try to disguise it as, the constant bombardment of violent imagery with women as its main focus is an appalling credit to the fashion and beauty industry; especially as it is an industry that is for the most part, still dominated by women.

But soon they will have exhausted every means possible to shock us and grab our attention, and then what will they be left with? Nothing but an empty jar of eyeshadow and the bad taste of moral redundancy in their mouths.

Jane, 23, is nearing the end of her Media degree at Charles Sturt University, Bathurst, and describes herself as “passionate about communicating with teenagers and young women about the importance of self-respect and a healthy body image”.

See also: ‘Violence against women is endemic to our sick culture’, Melinda Tankard Reist

Share

June 24th, 2012  
Tags: Advertising, bulgarian magazine, fashion, jane hollier, Jezebel, Sexualisation, violence against women



Lynx hits the jackpot: sexist, racist and ageist

Melinda Tankard Reist 2 Comments »

More sexploitation from a repeat corporate offender

Men’s deodorant brand Lynx – owned by Unilever – has added to it’s ongoing list of degrading ads with the company’s latest promotion, “Lynx, cleans your balls.”

We began hearing from CS supporters about the ad via our Facebook page when it aired on television. We checked out the video on YouTube where it was promoted on the home page. The company’s teenage target market are frequent visitors to the site.

We were asked to comment on the ad for the Herald Sun:

The controversial three-minute Lynx ad titled Cleans Your Balls stars actor and singer [Sophie] Monk in a mock tele-ad showing men how to wash sports balls.

The ad, which is full of double-entendres, has been criticised as crass and oversexualised by lobby group Collective Shout.

Co-founder Melinda Liszewski said up to 10 members had lodged complaints with the Advertising Standards Bureau because it was degrading to women and condescending to men.  Read entire article.

Melinda Tankard Reist was also asked about the ad on Melbourne radio 3AW:

Co-founder of Collective Shout Melinda Tankard Reist said she was unsurprised by the tact that “repeat corporate offenders” Lynx had taken with their latest campaign.

“One of their worst ads came out last year where they advised men to use a Lynx product to ‘wash away the skank’ after a regretted sexual encounter,” Melinda Tankard Reist told 3AW Mornings. Read entire article and listen to the interview.

Just so you know, the regretted sexual encounter promoted by the American version of Lynx Axe, was described as one that might involve a disabled or elderly woman. And click here to look at this pro up skirting product brought out by Axe a few years ago.

Quoted in The Age and Sydney Morning Herald, Melinda Tankard Reist said Lynx had “hit the Jackpot: it’s sexist, ageist and racist.”

In the same 3AW interview, Psychologist Michael Carr Gregg urged listeners to boycott Lynx:

“(Boycotting) is the only language these morons understand,” Dr Michael Carr-Gregg said.

“This is completely inappropriate. (It) just adds to this shadow of pornography that our children are growing up in and I think it’s time we really got strict with them.”

The suggestion that we are oblivious to Lynx’s marketing tactics is somewhat amusing. Some articles have said that we are ‘feeding the publicity machine’ and that ‘Lynx crack open the champagne every time Tankard Reist opens her mouth.’  Apparently we’re unaware that controversy sells products and that negative media is all part of Lynx’s plan.

Do they really think we’re that stupid?

Here’s Lynx’s campaign strategy in a nutshell:

  • Create sexist, pornified ad campaign targeting teenage boys where complaints to Advertising Standards Board (ASB) are virtually guaranteed
  • Promote on TV, YouTube and in Cinemas
  • Cross promote with sexist lads mags
  • Tip off the media
  • Media prints articles driving curious people to YouTube resulting in thousands of dollars of free ads
  • People then make complaints (as they should) to the Advertising Standards Board
  • Number of complaints is reported again in the media, view this as free advertising
  • When the ASB upholds complaints (if they uphold complaints) act indignant but agree to comply with the ruling even though you can’t do anything about the majority of other sites still hosting your ‘controversial’ ad.  This will be perfectly timed with the natural end of the ad campaign anyway.
  • Slap each other on the back for a job well done and roll around in money, like Scrooge McDuck

Here’s something Lynx may have missed.

Lynx may be advertising deodorant and body wash, but they are also advertising the failure of the ASB to reign in recalcitrant advertisers. Lynx have done this before and they will do it again. They will face no financial penalties for continuing to run ads that are sexist, demeaning and that breach the Advertising Industry code of conduct.

We will keep speaking out because we believe silence has never changed anything and never will. Lynx’s latest ad campaign – like their previous ad campaign – highlights the inadequacies of the ASB and demonstrate why an independent body or authority is needed to replace it. Penalties should be put in place to ensure that advertisers cannot use self regulation to do whatever they want.

So thanks Lynx for helping us to make our case for independent advertising regulation in Australia. We will be sure to ‘advertise’ you at the next government enquiry.

As for Lynx’s claim that their ad is ‘sharp and edgy’ we’ll leave the last word to Allison who wrote:

I sat through that ad on the big screen. You could sense every person in the cinema cringing. No one thought it funny at all. My male companion felt embarrassed to be the target of such purile crap & he grew up watching Benny Hill.

Check out Collective Shout’s Lynx Ad

Take Action!

Tell Lynx what you think about their ad campaigns

Unilever (parent company) Website

Facebook

Further reading:

ASB upholds complaints against Lynx ‘Rules of Rugby’ ad

Why you need to complain to the Advertising Standards Board

UPDATE: Hockeyroos protest images misused by Lynx to promote ‘Clean your balls’ campaign

As published at Collective Shout. (image not used out of respect for Hockeyroos).

Share

June 19th, 2012  
Tags: Advertising, advertising standards board, Dove, equality, Hockeyroos, Lynx, sexploitation, Sophie Monk, status of women, Unilever, zoo magazine



Previous Entries

    Testimonials

    • “Intelligent, passionate, brilliant, fearless… I could not recommend her more highly”

      Dr Michael Carr-Gregg
    • “You continue to reset my shock meter…”

      Steve Biddulph
    • “Melinda Tankard Reist’s presentation to Middle and Upper School students at Pymble Ladies’ College was absolutely brilliant!”

      Justine Hodgson – English Faculty, Pymble Ladies’ College
    • “Melinda Tankard Reist has had a transformational affect on our school.”

      Ms Stephanie McConnell, Principal – Turramurra High School

    Shop

    • In this DVD, Melinda takes us on a visual tour of popular culture. “Melinda’s presentation leaves audiences reeling. She delivers her message with a clarity and commonsense without peer.” – Steve Biddulph, author, Raising Boys, Raising Girls

    • Purchase Big Porn Inc, Getting Real, Faking It and the Ruby Who? book and DVD in one bundle for $100 and save 20% off the individual price.

    • Purchase Big Porn Inc, Getting Real and Faking It in one bundle for $70 and save 20% off the individual price.

    • Purchase Getting Real, Faking It and Ruby Who? DVD in one bundle for $60 and save 12% off the individual price.

    • Purchase the Ruby Who? DVD and book together for only $35 saving 10% off the individual price.

    • “This powerful and humane book is a breakthrough…Big Porn Inc shows us we are poisoning our own spirits.” – Steve Biddulph
      “A landmark publication” – Clive Hamilton

    • “Getting Real contains a treasure trove of information and should be mandatory reading for all workers with young people in health, education and welfare” – Dr Michael Carr-Gregg, Adolescent Psychologist

    • Do you read women’s lifestyle magazines? Have you thought about how magazines might affect you when you read them? Faking It reflects the body of academic research on magazines, mass media, and the sexual objectification of women.

    • Ruby Who? is the sweet and innocent story of a little girl’s adventure in re-discovering her identity. Ruby wishes for so many things and dreams of being like others. Will she end up forgetting how to just be herself?

    • Ruby Who? is the sweet and innocent story of a little girl’s adventure in re-discovering her identity. Ruby wishes for so many things and dreams of being like others. Will she end up forgetting how to just be herself?

    • Defiant Birth challenges widespread medical, and often social aversion to less than perfect pregnancies or genetically different babies. It also features women with disabilities who were discouraged from becoming pregnant at all.

    Upcoming Events

      24 Jun 13: Hunter Valley Grammar – parent event 6:30 pm, Ashtonfield NSW

      24 Jun 13: Regional youth development officers network conference 9:00 pm, Pokolbin NSW

      26 Jun 13: Pembroke School – Parents event – Adelaide 7:00 pm, Kengsinton Park SA

      27 Jun 13: Sacred Heart College – Students – Adelaide 9:00 am,

      27 Jun 13: Mitcham Girls High School – Parents event 7:00 pm, Kingswood

      1 Jul 13: Sexualisation of children in the media – All Saints' College -WA 7:00 pm, Bull Creek WA

      4 Jul 13: 11th World Convention of the International Confederation of School Principals 11:00 am, Cairns QLD

    Recent posts

    • Real life stories that bring you to tears: Girlfriend June
    • Tax office admits it gave ‘unacceptable’ response to MTR complaint re sexist tweet
    • “You f—ing whore”: What happened when a young activist took on a US rapper
    • Collective Shout releases live footage of rap artist’s vicious tirade against young female activist
    • Abuse, rape threats, Tyler the Creator fans defend their idol
    • Tyler complaints “funny” says Palace Theatre

    Collective Shout: for a world free of sexploitation

    Archived Posts & Articles

    My Tweets

    Melinda TankardReist
    • RT @DrRobi_S: This is definitely worth attending: @MelTankardReist on the Sunshine Coast for 1 night only this… http://t.co/LLYhMT6xTi 04:21:05 AM June 11, 2013 from Twitter for iPhone ReplyRetweetFavorite
    • This is what women hating looks like. Young activist on receiving end of @fucktyler tirade http://t.co/3LkypfiYwY #vaw 09:55:48 PM June 10, 2013 from TweetDeck ReplyRetweetFavorite
    • How I exposed @fucktyler sexually degrading insults against me at Sydney gig: Tal Stone tells. MTR blog http://t.co/3LkypfiYwY #vaw 08:31:19 AM June 10, 2013 from TweetDeck ReplyRetweetFavorite
    @meltankardreist
Copyright © 2013 Melinda Tankard Reist MTR PTY PTD All Rights Reserved