Friday, July 8, 2011

Project Plan-First draft

The design objectives

The creation of a campaign against sexism to help men and women identify sexist situations, understand why are they wrong and confront them.

The graphic material can be created for an existing campaign or a new one can be done.

The target audience

The campaign is targeted to everybody but with an emphasis on young people as their minds are usually the most influenced by sexist imagery on the media. It will seek to be as relevant to men as to women.

Competitors

coming soon...

The design elements

coming soon...

Project plan schedule

Research-18 July
Concept development-3 August
Concept testing-15 August
Design solutions-2 September
Printing-8 September
Critical reflection

Tuesday, July 5, 2011

Some inspiring campaigns

The Body Shop

Here there are some examples of the Body Shop campaign “Love your body”. The first two make use of dolls referring icons like Barbie but in the proportions of the average woman in order to make women love their bodies how they are naturally instead of aspiring to have the one of a supermodel. 



The third advertisement states that life is too short therefore it should be enjoyed whatever you look like. 



 Dove

The dove campaign, done by Unilever, about real beauty employed women that don't have the standard characteristics to be a commercial model. Although their pictures are retouched too they are much more representative of the variety of women's body shape.



The following adverts have been criticised for considering that they promote the spectator to judge women based on their looks as it give the choice of two adjectives to describe her.






Sources:

http://www.thebodyshop-usa.com/values-campaigns/index.aspx?cm_re=Tyra_JuneSale-_-Navigation-_-values

Friday, June 24, 2011

Few Sexist Things In The Media

The brand Lynx has produced quite a few ads that are on the fine line that separates cheeky humour from sexism. Here I post some examples that I consider to be more on the sexist side.




  
Greed is good

We can find many sexist examples in the music industry, like the following video where the women are just ornamentation, something beautiful to have around. They don't even dance!





Another music video of many where women appear like sexual objects with very little clothes, huge boobs and dancing (shaking their ass mainly). The lyrics are in the same line with the singer saying things like: you have a big mouth, come here to play. 


The car industry is another industry where is very common to use hot girls to draw attention to the product.

Detroit car show 2011

Car magazine

The world of tunning

The world of tuning (amazing that some of them get to see the car)

Shangai car show 2011


Thursday, June 23, 2011

Major Project: Different manifestations of sexism

Domestic and sexual violence

Domestic violence is physical, sexual, psychological or financial violence that takes place within an intimate or family-type relationship and that forms a pattern of coercive and controlling behaviour.

Abusers choose to behave violently to get what they want and gain control. Their behaviour may originate from a sense of entitlement which is often supported by sexist, racist, homophobic and other discriminatory attitudes.

Rape

Research into the factors which motivate perpetrators of rape against women frequently reveals patterns of hatred of women and pleasure in inflicting physical trauma, rather than sexual interest. Feminists have argued that rape is not the result of pathological individuals, but rather of systems of male dominance and from cultural practices and beliefs that objectify and degrade women.

Pornography

Some feminists hold the view that pornography contributes to sexism, arguing that in pornographic performances, that conceived for male spectators, actresses are reduced to mere objects for sexual use and abuse by men. Other feminists argue that pornography contributes to violence against women by eroticizing scenes in which women are dominated, coerced, humiliated, or even sexually assaulted. Other view on pornography supports part of it arguing that some forms of it can be a medium of feminist expression and a means of women taking control of their sexuality.

Prostitution

Anti-prostitution feminists are strongly opposed to prostitution, as they see the practice as a form of violence against and exploitation of women, and a sign of male dominance over women.

Other feminists hold that prostitution and other forms of sex work can be valid choices for women and men who choose to engage in it. In this view, prostitution must be differentiated fro forced prostitution, and feminists should support sex worker activism against abuses by both the sex industry and the legal system.

Language

It is disputed whether certain language causes sexism, sexism causes certain language or that they are both caused by something else.

Occupational sexism

·      Gender wage gap: women have historically earned less than men even for the same position, although that is currently illegal in many developed countries.

·      Discrimination: Gender stereotypes are formed at an early age with men and women being identified with particular occupations. A typical female profession is nursery while some typical male professions are engineering or driver.

·      Glass ceiling: is used to describe a perceived barrier to advancement towards leading positions in general employment and government.  

Sexual expression

Accordingly to some feminists, the current state of commercial sexuality has created a “Raunch Culture” where there has been a commercialization of the sexual objectification of women and that, rather than being liberating it is a pornification of Western society that has reduced and equated the scope of feminine power to sexual power only. Also, a virgin/whore dichotomy has existed since long and entails unrealistic categories imposed on women by men. This dichotomy allows men to condemn women for their sexuality; it is a no-win situation and a double standard since that this does not apply to men.

Sexual objectification

Objectification is an attitude that regards a person as a commodity or as an object for use, with insufficient regard for a person’s personality.

Many feminists regard sexual objectification as objectionable and as playing an important role in gender inequality. Some social commentators, however, argue that some modern women objectify themselves as an expression of their empowerment over men, while others argue that increased sexual freedom for women, gay and bisexual men has led to an increase of the objectification of men. Such objectification, either for men or women, can lead to negative psychological effects like depression.

Mass media and advertising are accused of promoting the objectification of women to help promote goods and services.


Sources:

Monday, June 20, 2011

Major Project: Choosing Subject

I decided that for my major project I should do something meaningful and important to me now that I have the opportunity to choose the subject freely so I started a general research about sexism against women.

Sexism is a belief or attitude that one sex is inherently superior to, more competent than, or more valuable than the other. Is a form of discrimination based on genre. It involves hatred of, or prejudice towards, either sex as a whole, or the application of stereotypes of masculinity in relation to men, or of femininity in relation to women. It is present nowadays and around the world, even in Western developed countries, however some may think that doesn't happen anymore.

I´ve been a victim of sexism myself (nothing mayor, fortunately) with little things like my landlord waiting for the only man living in the house to arrive in order to talk about some maintenance as if it were extremely difficult for me to understand; listening to my driver instructor saying that he wouldn't employ women as drivers because they get ill every month (it seems that menstruation is now an illness); or listening to a woman say to me that it is not ok for me to drink alcohol but it is ok for the men in the room to get drunk till they loose consciousness.

Society make women feel less of a woman if they are not mad about babies, don't care about fashion and make-up, don't like romantic movies, don't fit within the beauty standard of the moment or choose to have a typical male career.

Those are just the smallest things that happen in the considered developed modern countries where women legally have the same rights as men but in some other countries women are seriously repressed.