PC advert banned for reinforcing gender stereotypes - ferrierahatiorth
A television advert for a keep company that sells bespoke PCs has been prohibited because information technology "conferred gender stereotypes in [a] way that was probably to cause harm." The Advertising Standards Authority (ASA) has concluded that the ad "powerfully implied exclusive men could excel in the specialisms and roles [IT] depicted."
In an ASA ruling published on its website, the body explains that the advert, for UK-based retail merchant PC Specialist and shown on September 17, 2019 (included below), conspicuous "three men performing different activities along computers, including producing music and coding." It features a male voiceover throughout, saying things much as: "For the players, the gamers, the 'I'll sleep laters', the creators, the editors, the music makers. The techies, the coders, the illustrators. Custom, customised, like no other. From the specialists for the specialists."
The ASA explains eight complainants believed the advert "perpetuated harmful sex stereotypes by depiction men in roles that were stereotypically male and implying that it was only if hands who were involved in technology and computers." These complainants questioned whether the bring up breached relevant advertising code.
The body reports that PC Specialist responded with an explanation that its customer base was "87.5% male, aged between 15 and 35 years." The company same its "product, branding, and service had been developed for and aimed at that quarry hearing and the characters in the ad therefore delineate a cross-section of the PC Specialist core customer base."
According to the ASA, PC Specialist also said IT didn't believe the characters in the advert "represented negative stereotypes." The company "well thought out there was no comparison between men and women in the ad and the ad did not imply that women were not interested in computers." It also said the advert "did non juxtapose men using computers with women not victimisation computers" nor "explicitly state that women did not use computers or that the service was unsuitable for them."
Nevertheless, the ASA has upheld the complaints, concluding that the advertising breached BCAP Cypher principle 4.14, which says: "Advertisements must not include gender stereotypes that are likely to cause harm, or serious or widespread violation."
The advert "repeatedly cut to images of only workforce, who were both prominent and central to the ad's message of opportunity and excellence crosswise six-fold desirable career paths," the ASA said, so the body "considered that the ad went further than just featuring a cross-section of the advertiser's core customer base and tacit that entirely manpower could excel in those roles."
The ASA explains that, piece the counsel doesn't mean adverts can't feature only one gender, it considered that "because the ad powerfully implied only men could excel in the specialisms and roles represented we concluded the ad given grammatical gender stereotypes in [a] manner that was presumptive to causal agency harm and therefore breached the codification." Therefore, the organic structure has said the advert must not cost shown over again in the form that received the complaints.
Top image credit: PC Specialist/PCSpecialist.co.uk
Source: https://www.pcgamesn.com/asa-advert-pc-specialist
Posted by: ferrierahatiorth.blogspot.com
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