AdsIt plays an important role in changing the audience’s perspective on a subject or making certain services/products attractive. To accelerate or deepen this, companies sometimes try to create bold advertisements that get on the nerves. But as we know, most of them are to the point of unpleasantness can move forward.

Due to some social restrictions, a lot in the past deprived of instruments and innovation Ads that misrepresent or use women are among the worst we’ve listed. Because this sexist ads Many of them are done with really serious thoughts, not to impress people or to provoke a reaction.

Before we move on to advertising, let’s do some research on this topic.

The study conducted in collaboration with Bahçeşehir University, Faculty of Communication, Advertising Department and RVD, Gender Equality Platform in Advertising, examined 489 award-winning television commercials. Accordingly, the main characters in the advertisements While 35 percent are womenproportion of men 65 percent was detected as. Between 2007 and 2011, this ratio was 56 percent men and 44 percent women. Good The representation of women in advertisements has been decreasing day by day.

The research examines the traditional gender roles of men and women limited representation revealed. While 43 percent of women are depicted at home and 10 percent at work; 22 percent of men are depicted at work, 22 percent are depicted outside the home, and 20 percent are depicted at home.

Making a statement on the investigation said BAU Faculty of Communications Advertising Department Dr. Teacher Member Eda Öztürk said: “Life changes, social roles change, but the representations that find a place in advertising remains limited to traditional patterns. Advertising can and should use more pluralistic and inclusive language regarding femininity and masculinity. Women and men are changing, and also in advertising We see no reward for this.”

Now let’s move on to the ads:

That Schlitz ad where the woman says it’s okay for the woman to burn the food on the stove if there’s beer!

To prevent your husband from getting angry with you, you have always done that Schlitz keep it. Even if you burn the food on the stove, it is no problem if there is beer. As can be seen in the image, the female figure is angry because she has Schilitz beer in the house, even though she burned the pan on the stove. not scolded. That slogan; “Don’t worry, honey, you didn’t burn the beer!“. As we said at the beginning, it is a very serious advertisement.

Alcoa has designed a bottle cap that even women (?) can open!

Alcoa, Even women can open it This design leaves our mouths open. There are countless ways to tell that physical strength is not the same between the sexes due to biological differences, but Alcoa has chosen the most inappropriate one.

How do you explain the ease of use of a computer in an eye-catching way? Certainly not the way Datacomp does it.

data comphas developed a computer that “even women can use”. At least that’s how he makes his announcement. We say that points like having all the equipment in one housing or the minimalist design that eliminates confusion could have been more universal.

Renaultannounced its car price discount campaign with the slogan “You wouldn’t be too happy if you laid out your girlfriend.”

After the comments the advertisement was taken off the air. We cannot understand how this point was reached, but it is clear that, unlike the previous one, an attempt was made to take a humorous approach.

From nature: “What do women want?” to the question “To be made happy by people.” he replied.

“What women want?” These patterns were reinforced with the slogan. Especially when the reactions on social media grow like an avalanche, from nature, Had to remove the ad.

Pril emphasizes that only diligent ladies will shine at Pril and that this discourse means that men have no place in the kitchen.

early, does not hesitate to emphasize that the modern woman also does the dishes and that this work is entirely her duty. Açelya Akkoyun’s modern yet confident appearance and her image of a happy woman who does not neglect her housework were among the standout aspects of the advertisement.

According to Tuborg; Is the perfect beer a decent beer?

The phrase “like a man” used in the ad is actually a phrase that is often used in everyday life and carries sexism without us realizing it. Tuborg Even though the message the ad wants to give us is perfection, The perception of perfection is based on male perfection. It is said to be sexist.

There are also ads that break the mold! Audi Spain had created an advertisement that was free of gender stereotypes.

The first noticeable detail in the toy store ad is that the colors blue and pink are positioned on two separate sides. While the blue side contains cars and action figures, the pink side contains toys such as strollers and makeup tables.

When the lights go out, all the toys come to life and a baby who is bored with the pink area he is in ends up in the “boys toys” section. AudiHe gets in and takes a tour of the store. At the end of the ad, the message is given that despite the guidance of their families, children do not pay attention to whether the driver of the car is a man or a woman.

Orkid defines ‘girly’ as ‘Doing it in the best way possible’. transformed it into perception.

Orkid was launched with the aim of giving teenage girls self-confidence. #Like a girl We would not be wrong if we say that the movement is playing the leading role of this movement. The brand, which aims to transform the phrase #Like a Girl from negative to positive, showed that young girls are negatively affected by the phrase #Like a Girl, and started this to show that doing something #Like a Girl means ‘doing it in the best way’.

Brand of boxing equipment eternal showed that the profession can be gender independent.

eternalThe commercial film made by is about a female boxer who faces sexism. “I’m a boxerDirector of the commercial called ” Claire Edmondsonexpressed his wish that athletes would be judged by their abilities rather than by their gender.Don’t call me a female boxer. I’m a boxer!‘ he says defiantly.

Dove said, “Honey, I promise!” With her campaign she explains how women are judged based on their appearance and not on their work experience.

Before that “Campaign for real beauty” And “real powerDove, which has undertaken “” projects, is putting aside appearances and focusing on women’s talents in its #MyBeautyMySay campaign. In the campaign, 9 women from different professions talk about their experiences and how they are judged based on their appearance.

Stories told in advertisements kickboxer Heatherthat she is too beautiful for this sport and that it will spoil her face, Rain, a model from New YorkAs for, she’s always been told that she’s too masculine, manly and ugly. In response to all these comments, women are fearlessly saying #MyBeautyMySay.

Turkish female athletes appear in Nike’s ad.

The Nike commercial, prepared with the participation of many famous Turkish female athletes, received full marks from the audience. The ad’s tagline is “Know us like this!“

This type of advertising is being forced to change. Sexist ads must stop now.

Advertisements were forced to change and many advertisements were removed as a result of the response. woke up While it may be due to feminism, which is related to the culture, at this point we can say that the situation is nothing but sexism and therefore justified.

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