Making it happen Is that really supposed to be me raving about detergent?

Press, 25 October 1984, Page 16

Making it happen Is that really supposed to be me raving about detergent?

The Wellington Media Women’s recent survey of the images of women in television advertising confirms for us all what we already knew. Television ads portray men as they like to think they are, and women as they like to think we are. If we believed it all, what would we be? Silly young things wondering about our underarms; models in a swirl of super-shiny hair; obsessive housewives ecstatic about the purity of

our toilet bowls, floors, or furniture; complacent grandmothers reclining on the arms of our protective, grey-haired husbands. How many of us really believe life is like this? How many of us actually despise this sort of presentation? Yet the questions we need to ask are: do the advertising geniuses think we are this way? And if so, are their attitudes typical of the wider male society? One wonders what their clients are thinking of. They should be concerned with getting better value for their advertising dollar rather than being fobbed off with this sort of stereotyped tripe. Media Women reported that more than two-thirds of women product representatives shown in advertisements were either homemakers or glamour models. Only 7 per cent were professionals. Less than 1 per cent were blue collar workers or athletes. There were none shown as farmers, and a few as celebrities. Only 2 per cent were in clerical work. Women shown in advertisements were much younger than men. And men, as well as being older, were often shown as authority figures, and in a much wider range of occupations. The sharply differing roles for men and women spell out cardinal messages to New Zealanders. That men are simply more important. They stand for credibility and power.

and 5 per cent both male and female. Fifty-nine per cent of female product representatives demonstrated the product compared to 46 per cent of males. The survey report comments that one of the most unrealistic aspects of the portrayal of women is the failure of the advertisements to show more women in work settings. “The participation rate of women aged 15 to 64 years in the full-time labour force 5s now 46 per cent. Contrast this with the 15 per cent of advertisements showing women in paid, job-related roles. “There is little evidence in the world of advertising to show that women are capable of performing independently, and completing tasks other than those associated with family and home,” the report says. The youth and vacuity of the women, and the helplessness of most of the older women in contrast to the maturity and authority of the men, helps to reinforce society’s negative attitudes to strong women, and to older women. It leads both sexes to dismiss older women as being of no further relevance. Yet we only need to think of women like Mrs Indira Gandhi, Golda Meir, Sonja Davies, Katharine Whitehorn, Ann Hercus, or Margaret Thatcher to realise their insights and potential for power. The report quotes an Australian study, “Women — the Quiet Revolution,” carried out in Australia by the international advertising agency, J. Walter Thompson. This carried an important warning for advertisers in the way they should present products to women. It pointed out that only 13 per cent of all Australian women considered themselves “traditional” housewives. A 1982 English study showed that the advertising approach which incorporated less restricted female role portrayals was consistently found to enhance the marketing effectiveness of the brand’s advertising. The survey tells us a lot about sexism. It also tells us;

Women are there for decoration, and to look after men and children.

Distinct patterns emerged from the survey for both sexes in the products that were represented. Fifty per cent of all females were selling household products or items concerned with personal grooming. Only 30 per cent of males were representatives for these products. Male product representatives were more likely to be discussing the merits of the product, while women tended to demonstrate or use the product. Other findings included: Eighty-three per cent of all voice-overs are male, with 12 per cent female,

a great deal about racism. Only one per cent of product representatives were Maoris; two per cent were other ethnic groups, and two per cent were mixed races. There were more animals on the screen as product representatives than there were Maoris during .the survey period. Yet nine per cent of the population is Maori. The Maori people do a darn sight more buying.that do animals. “Ad agencies are wasting client money and insulting what they believe to be a prime purchasing audience,” commented Catherine Saunders, chief executive of the Auckland Region Visit and Convention Bureau, speaking at the Media Women luncheon in Wellington, at which the report was presented. Ms Saunders says that advertising agencies are working within the insulated confines of their own industry instead of within the confines of reality. The increasingly stupid and vacuous depictions of women in advertisements should be cause for concern by women’s groups. It is therefore good news to hear that the Society for Research on Women is getting together with Media Women (Christchurch) to discuss the Wellington survey, and decide where to go from there. One distinct possibility is an on-going monitoring of television advertising. The meeting, which will be open ,to all interestd women, will be held at the Young Women’s Christian Association, 83 Bealey Avenue, on Thursday, November 8 at 7.30 p.m. The Regional Women’s Decade Committee also plans to have a discussion on the survey findings at its end-of-year luncheon meeting on November 16. Centrepoint A.G.M. The Centrepoint executive is hoping for a good turnout from members for what is seen as a very important annual meeting on October 27,1.30 p.m. at Centrepoint. Issues of importance include the election of a vice-

r ;esident, and establishing the preferred methods of additional fund-raising for the club. Extra income is needed for improvements to the heating system, a noise baffle between the coffee bar and the main hall, facilities for small groups, and evening openings. “While Centrepoint is surviving financially, we would very much like to be able to pay off the rest of our debentures and have some extra money to improve facilities,” says the retiring president, Judy Waters. Mrs Waters says that the present subscriptions are very moderate compared to those charged by other chartered clubs. “These range from $lO to $250 with those at the lower end of the scale making most of their money from bar sales,” she says. Equal Opportunities Last minute registrations are welcome for the Equal Opportunities Resource Day being held at Teachers’ College on Saturday, October 27. It will focus on ways of combating sexism and racism in schools, and on catering for special learning needs. Speakers from Christchurch Teachers’ College, the Post-Primary Teachers Association, the Education Department, New Zealand Educational Institute, and Vocational Guidance will discuss problems and find solutions. A wide range of resources from New Zealand and Australia will be avilable for viewing. Posters and resource material for teachers can be borrowed, and leaflets are available for sale or without charge. The Resource Day will be held in the Tower Block, Christchurch Teachers College. Registration is at 9 a.m. with the programme starting at 9.15 a.m. End-of-Decade Festival Another public meeting will be held to discuss plans for the End-of-Decade Festival, June 1985, to which all interested women are in-

vited. Date: November 6, 7.30 p.m., Knox Church Hall, ‘ upstairs lounge. The Knox , Church Hall is on the south side of Bealey Avenue, almost on the Victoria Street ~ corner. ’ International Women's Day / Another festival in Hagley Park is on the drawing board for International ; Women’s Day. It may be celebrated in Hagley Park, as it was last year. The date is set for March 9. Groups interested in planning the occasion, which can ~ be seen as a run-up to the End-of-Decade Festival at '• Queen’s Birthday week-end, should contact Judy Lea, phone 897-072. Bouquet to * Fletcher Challenge i . . for the important mes- * ’ sage on the cover of its » Annual Report, 1984. A , woman is among the three ■’ hard-hatted architects/ ’ : supervisors .-/ whatever / .posed in front of a nearly- * completed office building! .What’s more there’s a woman manager among the 29 managers pictured inside. She’s Rosemary Lee, a Floclad manager with Fletcher ■ Brownbuilt. ; It’s not much — but it’s a > start! i Courses ; Computers for Farming, J Lincoln College Extension • Centre, November 19/20. An J awareness-type workshop s for farmers’ wives, farmers, - and others contemplating the use of on-farm com- ■ puters. Contact the Exten- ' sion Centre, Phone Christchurch 252-811, ext 713. • Quote : There are few feminine ' wiles better documented than the willingness of r . young girls to build up the » male ego by underplaying ’ their own talents. Jessie - Bernard. 1 Compiled by Jacqueline Steincamp. Items for consideration ~ for “Making it Happen” « should be forwarded to Mrs ' J. Steincamp, Home and People Page, “The Press,” P.O. Box 1005, Christchurch. !