Sexist imagery in advertising is considered harmful by the UN’s International Convention on the E... more Sexist imagery in advertising is considered harmful by the UN’s International Convention on the Elimination of all forms of Discrimination Against Women (CEDAW), which requires the Netherlands to pursue an active role in combating harmful gender representations in advertising. The only advertising regulating body in the Netherlands, the Reclame Code Commissie (RCC), has the power to rule on the limits of what is permissible in Dutch advertising. This study examines representations of gender circulating in men’s fashion retailer Suit Supply’s advertising campaign, as well as how these representations are perceived and responded to by The Feminist Club Amsterdam (FCA) and the RCC. Through a visual analysis of nine images from the campaign and a critical discourse analysis of an online discussion about the campaign by The Feminist Club Amsterdam, and of the ruling of the complaint against Suit Supply by the RCC, the discursive practices in relation to the campaign are examined. Analysis reveals that Suit Supply is aware of their use of harmful gender stereotypes, which are perceived as controversial and hurtful by members of the FCA. The RCC, respectively the College van Beroep (CvB), rules in favor of Suit Supply and deems the imagery acceptable, and not sexist. The study concludes that the RCC as an institution is counterproductive in combating harmful gender representations in Dutch advertising.
In what way do our conceptions of gender, influence us? Can it be viewed as a social construst an... more In what way do our conceptions of gender, influence us? Can it be viewed as a social construst and how does the influence differ between genders?
Sexist imagery in advertising is considered harmful by the UN’s International Convention on the E... more Sexist imagery in advertising is considered harmful by the UN’s International Convention on the Elimination of all forms of Discrimination Against Women (CEDAW), which requires the Netherlands to pursue an active role in combating harmful gender representations in advertising. The only advertising regulating body in the Netherlands, the Reclame Code Commissie (RCC), has the power to rule on the limits of what is permissible in Dutch advertising. This study examines representations of gender circulating in men’s fashion retailer Suit Supply’s advertising campaign, as well as how these representations are perceived and responded to by The Feminist Club Amsterdam (FCA) and the RCC. Through a visual analysis of nine images from the campaign and a critical discourse analysis of an online discussion about the campaign by The Feminist Club Amsterdam, and of the ruling of the complaint against Suit Supply by the RCC, the discursive practices in relation to the campaign are examined. Analysis reveals that Suit Supply is aware of their use of harmful gender stereotypes, which are perceived as controversial and hurtful by members of the FCA. The RCC, respectively the College van Beroep (CvB), rules in favor of Suit Supply and deems the imagery acceptable, and not sexist. The study concludes that the RCC as an institution is counterproductive in combating harmful gender representations in Dutch advertising.
In what way do our conceptions of gender, influence us? Can it be viewed as a social construst an... more In what way do our conceptions of gender, influence us? Can it be viewed as a social construst and how does the influence differ between genders?
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Thesis by Kelly Meijns
Papers by Kelly Meijns