The Men's Ad
The Women's Ad
This is a campaign
run in Essex by Love Essex in September, 2015 featuring a female
and male counterpart of a littering poster in bus stops. The female poster,
aimed at the female population in Essex, is highly sexist where the woman is in
an objectifying, submissive position with her legs crossed, body tilted and
hand brushing back her hair. This is further developed into a sexualized image
through the use of a short dress. Although, another stereotype used is that
women are uneducated and focus only on their physical beauty that others perceive.
The quote used for the advert “BIN YOUR LITTER / It’s a PRETTY Quick
Thing To Do” specifically points at that stereotype as the bolded word “PRETTY”
instead of the male counterpart’s “SMART” creates the image that women focus
on looking beautiful through sexualized clothing, perfume and make up, which
the woman is wearing, being submissive and the ‘second’ in a relationship,
which is shown through the woman’s posture, and how important it is for a woman
to be perceived by others as beautiful in their looks and actions, which is implied
by the quote saying that it is “PRETTY” to throw away one’s trash right.
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