SYDNEY: Australian Government and local advertising bodies have
moved to clamp down on the use of female imagery in outdoor campaigns
following a rash of risque executions.
In an unusual step, Victorian Minister for Women's Affairs Sherryl
Garbutt called for the creation of a special advisory committee to
consider ways to improve the portrayal of women in outdoor
advertising.
Much of the catalyst came from a spike in public complaints regarding
outdoor advertising, particularly campaigns featuring women. In one of
the more contentious campaigns, beverage firm Chivas Regal commissioned
billboards which showed the torso of a leggy woman stepping out of a
car, with the line: "Yes, God is a man."
A Windsor Smith shoes campaign has also sparked public outcry with
images which made references to oral sex, while a billboard from fast
food brand Chiko Roll showed a woman in a suggestive pose.
A discussion paper generated by Garbutt stated: "Women are diverse in
their values, experiences and appearances. Yet, sometimes the way that
women are portrayed in the media and advertising can limit the
perceptions of women to mono-culturalist, ageist stereotypes."
The action has also sparked interest from the Advertising Federation of
Australia (AFA), which floated the idea of an internal vetting
service.
"We recognise outdoor is a very difficult thing to manage," AFA
executive director Lesley Brydon said. "Outdoor is different from other
media; you can't turn outdoor off. We believe it is a special case."
To alleviate some of the industry angst, Brydon said the AFA was
considering providing a special outdoor advisory service. This would
entail passing those campaigns voluntarily submitted by advertisers past
a special judging panel to pre-determine whether they were appropriate
for public consumption.
In a preliminary move, the AFA, along with the Outdoor Advertising
Association of Australia and Australian Association of National
Advertisers have begun to circulate a checklist and advisory paper for
advertisers.
But the bodies remain adamant the move is simply precautionary, rather
than a regulatory measure. "However, in the cause of being responsive to
community concerns, a prudentapproach is recommended," it was noted.
The paper also noted that the number of advertisements attracting
complaints was "miniscule" compared with the number of campaigns run in
Australia each year.
