Above is a still from the most recent advert to objectify men.
In the ad a bunch of old women spot a young man changing on the beach. One of the old women instructs her dog to go forth and the dog grabs the towel. The man is seen recovering his modesty and we see him naked from behind.
What is brilliant to see is the number of comments on YT and Digispy and other websites condemming this. That's brilliant. But the ONLY way to get change is to complain on mass. That is where you come in dear brother.
If you really don't feel this is a masculist issue then I would check your values. We cannot allow the continued use of such imagery to go unchallenged whilst clothed women are protected. In a news item you will hear about exploitation of girls yet the media teaches girls a boys privacy is invadeable.
What is really annoying is apathy that renders this sexist objectification acceptable. We hear all the time of the sexualisation of young girls (sometimes we do hear people) yet sexualise young men but also have to treat it as an inevitable by product of being male. We have to accept that the wpmen did not find him sexually attractive and that taking his photograph was harmless yet we hear about boys taking pictures of their girlfriends and in some cases the pictures get out. We are then in protection mode and criminalise young men. As I write the local news is talking about girls as objects. We need equality and clear standards. We need to stop thinking its harmless fun. It is not!
Please consider complaining. It's how change happens.
http://www.asa.org.uk/Consumers/How-to-complain.aspx
My complaint:
In the ad, we see a young man changing on the beach. A group of old women are seen and spot the young man. One of the women lets her dog go to remove the young mans towel in order to see him naked. The young man struggles to regain his modesty whilst the old woman snaps him naked.
I feel that this advertisment demonstrates a sexist attitude towards men. I feel the advert objectifies the young man (his naked bottom is seen) I feel (as many across the internet have expressed) is that a the reversal of the genders would not be aired for the reasons I previously cited. Indeed, the reversal of genders in this advertisement would never be considered and I feel that the same rule applies to men.
I feel that the ASA has a duty to ensure fair and equal representation of all people on TV. I feel it highly irresponsible to put this advert out at any time as it is a clear representation of the double standard applied in the UK. But especially during a programme watched by so many young people especially young girls.
I feel that in the current climate and in light of Saville, Vanessa George etc, that advertisers have a duty to show respect for people and not show that a man has no right to privacy and that the violation of his privacy is somehow comedic when committed by women. I feel that the advert feeds in to the notion that a man does not have privacy and to breach that is somehow acceptable. This could lead on to situations whereas a man could misinterpret that breach.
Isn't it time that rather than no doubt saying nudity is not allowed, the ASA took action and issued guidance that demands total equality in terms of representation and balance.Advertisers should be tasked with always checking that any advert and the representation of people therein would be acceptable if genders were reversed or not at all.
As a man in the 21st century. I demand equality and not having my concerns ignored BECAUSE of the gender to which I referr.
