Aim for fair exposure in advertising

Press, 26 April 1984, Page 16

Aim for fair exposure in advertising

Making it happen

Are there some advertisements that get your goat and that you wonder what to do about?

The subject of complaints about sexist or offensive advertising is never far below the surface at women’s group meetings. Yet so many people do not know how to go about complaining.

It is also important to commend broadcasters, publishers, and advertisers for constructive and positive presentation of portrayal of women. Such recognition is always well received. There is an increasing amount of non-sexist and very effective advertising that is being produced today — advertisements which show women realistially and in keeping with the roles they play in today’s society. Examples are some of the ads for National home appliances; Gregg’s coffee; the Canterbury Savings Bank, and Sunlight Liquid. When assessing advertisements, these are the sorts of things to keep in mind:

• Are sexual stereotypes perpetuated, e.g. women as helpless, silly and over-emo-tional? Men as competent, firm, forward-looking, knowledgeable? Or are both sexes portrayed equally?

• Are women shown in roles other than (or in addition to) home-makers?

• Are two-income families portrayed?

• Are women shown as being obsessed with the condition of the washing, the floor, or their personal appearance? • Are women (including older women) shown as doing creative or exciting things? e.g. making a speech, in a laboratory, painting, making pottery, hang-gliding?

• Are women consistently shown as waiting on and nurturing men, and never vice versa?

• Are men (and boys) shown sharing naturally in household tasks?

• Are men (and boys) shown respecting women’s opinions and ideas? • Are women shown in situations which are potentially sexually dangerous or as victims of violence?

• Are women portrayed as sex objects or are there hidden allusions to sex or women’s bodies? • Are unrealistic rewards promised for using products? e.g. instant romance when a perfume, deodorant or shampoo is used?

• Are creative, athletic, and mind-enriching toys and games promoted to girls as well as boys? • Are women being used for voice-overs, authoritative presenters, or interviewers?

When making complaints, telephone the television channel or radio station concerned following a programme and lodge a complaint. Telephone the advertising manager-of a news-

Broadcasting Corporation. Write to the Secretary, Broadcasting Corporation of New Zealand, P.O. Box 98, Wellington, with an appeal to the Broadcasting Tribunal at Tribunals Division, Private Bag, Wellington.

It is also very effective to write to the advertiser concerned. If the company’s address is not included in the advertisement, any retailer of its products will give it to you. These guidelines on nonsexist advertising are included in a new booklet put out by the Australian Federal Government. Entitled “Fair Exposure,” it is available free from: Office of Women Shopfront Information Service, Darwin Place, Civic Centre, Canberra, A.C.T. 2600. Families first seminar Christchurch branch of National Council of Women is planning a seminar designed to put forward practical solutions facing families today. It is tailored to the needs of parents and voluntary workers who do not normally have access to training workshops or study days. The programme which starts at 4 p.m. on Friday, May 25, includes: an obstetrician discussing ways to communicate facts to children about conception, pregnancy, delivery and early infancy, a child health consultant talking about how parenting tasks change as children grow older, Laurie O’Reilly, a barrister and solicitor talking about children and the law; a discussion on safety measures affecting children that parents should know about; an information session on where to find help to meet special needs of children; a co-director from the Marriage Guidance Council talking about marriage guidance; and sessions on major family problems. “National Council of Women represents many organisations concerned with families and children, and hopes that all relevant organisations will send at least one member to participate in the exchange of material and in the question and answer sessions,” says the seminar convener, Dr Joan Chappell. Out-of-town participants are welcome, and billets can be arranged for them.

paper. You could follow up by writing to a radio station manager, or to the directorgeneral concerned — Direc-tor-General, Radio New Zealand, P.O. Box 2092, Aurora House, Wellington; Director-General, Television, P.O. Box 3819, Auckland. jL You f*may also lodge formar'romplaints with the

For further information about the seminar, contact Dr Joan Chappell at Sunnyside Hospital, or by phoning her between 7 a.m. and 7.30 a.m. at 33740. ’

Courses Some Parents’ Centre courses are coming up which will be of particular interest to new and prospective parents:

Antenatal course, eight evening sessions, Thursdays, May 3 to June 21. Physiotherapy techniques, anatomy, physiology, backache, stages of labour, partner’s role, postnatal routines, etc. Phone Anne Higgins, 517052.

Early pregnancy, two Monday evenings, April 30 and May 7. Designed to promote discussions of the early problems of pregnancy. For couples, newly pregnant and contemplating parenthood, phone Lucille Ogston, phone 39526.

ing for Catalyst, the club for women executives, will be on the subject of “Selling Your Assets.” It will look at ways that job seekers can improve their opportunities. Writing your own curriculum vitae and letters of application in ways that sell your ability to prospective employers. Canterbury Employers Association building, 57 Kilmore St, 7 p.m., Tuesday, April 24. All interested people welcome. Quote

I’m not denying women are foolish. God Almighty made ’em to match the men. George Eliot. Compiled by Jacqueline Steincamp.

Items for consideration in “Making It Happen” should be addressed to Mrs J. Steincamp, Home and People Page, The Press, P.O. Box 1005, Christchurch.

Toddlers 1-4 years, four Monday evenings, April 30 to May 21. Providing for play, stages of development, self esteem, family relationships, phone Jill Walker, 855-171. Baby Massage, two mornings, May 7 and 14. Phone Mary Priest, 370784. Equal Opportunities, Parklands Community Centre, May 2 and 9, 7.30 to 9.30 p.m. Ideas, books, film, discussion designed to help us think about the effects of sex role stereotyping. A regional Women’s Decade Committee project, for information, phone Frances Truesdale, phone 830-058. Hornby C.W.I. “We’re a growing group; our numbers are increasing, and we have a heartening proportion of younger women joining,” says Mrs Alma Shaw, the newly elected president of the Hornby Country Women’s Institute. Now with about 50 members, the institute meets monthly with speakers, social sessions and competitions of various sorts. Anyone interested in finding out more about the Hornby C.W.I. should contact the new secretary, Mrs Margery Hopley, phone 496-796. Sour note on sisterhood The friendly, stimulating atmosphere of the recent Women’s Studies Association one-day seminar was marred for Sue Taylor when a treasured blue Coronaware cake plate decorated with daffodils disappeared at the end of the day. Catalyst The next monthly meet-