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After wearing a pleated skirt for the SS16, Jaden Smith returns to be the protagonist of a Louis Vuitton advertising campaign.

This time, for FW17, Will Smith and Jada Pinkett's son is in an unseen total white version and with all dreads on his head (the shot was made before the MET Gala 2017). Joining him in Bruce Weber's pictures Riley Keough, granddaughter of Elvis Presley and star of the TV series The Girlfriend Experience.

In conjunction with the launch of its partnership with Louis Vuitton, Jaden has presented the video of his new single Batman, where he plays the hero, as in the new adv, in an unprecedented total white costume.

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Jaden Smith is the star of the latest Louis Vuitton Series 7 advertising campaign

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After wearing a pleated skirt for the SS16, Jaden Smith returns to be the protagonist of a Louis Vuitton advertising campaign. This time, for FW17, Will Smith and Jada Pinkett's son is in an unseen total white version and with all dreads on his head (the shot was made before the MET Gala 2017).

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A 1952 Schlitz Beer advert. Hyper-masculine ads turn off both men and women, new study finds

Adverts which show women cleaning up a domestic mess left by men are set to be banned under a new crackdown on damaging gender stereotypes.

The Advertising Standards Authority (ASA) is proposing stronger regulation on sexist adverts that perpetuate "stereotypical gender roles or characteristics which might be harmful to people."

Campaigns which would be banned include those which mock people for "not conforming to gender stereotypes."

An ASA report, Depictions, Perceptions and Harm, singled out particular harmful stereotypes which the public want to see tougher standards against.

Read more: Fairy Liquid queen Nanette Newman: Don't ban sexist ads, a woman's role is in the home

They include any advert which "depicts family members creating a mess while a woman has sole responsibility for cleaning it up."

Men can do domestic tasks

Also deemed harmful is any advert that "features a man trying and failing to undertake simple parental or household tasks."

Adverts that suggest "a specific activity is inappropriate for boys because it is stereotypically associated with girls, or vice-versa" would also be breaches of the ASA code.

https://youtu.be/-69XZsO4nL4

The new standards follow the ASA's move to expose and ban adverts that "objectify or inappropriately sexualise women and girls", and ads that "suggest it is acceptable for young women to be unhealthily-thin."

The ASA said that the new standards are "not intended to ban all forms of gender stereotypes. For example, the evidence falls short of calling for a ban on ads depicting a woman cleaning or a man doing DIY tasks."

But adverts that perpetuate stereotypes that are "most likely to reinforce assumptions that adversely limit how people see themselves and how others see them" face sanctions.

The report quoted a 14 year-old girl who said she didn't like adverts which suggested "a man has to be a certain way, like intense and masculine, very traditional, stereotypical, it's implying men have to be strong and brave and can't really back down from anything."

'Unfair outcomes'

Guy Parker, ASA Chief Executive of the ASA, said: "Portrayals which reinforce outdated and stereotypical views on gender roles in society can play their part in driving unfair outcomes for people."

He added: "While advertising is only one of many factors that contribute to unequal gender outcomes, tougher advertising standards can play an important role in tackling inequalities and improving outcomes for individuals, the economy and society as a whole."

The Committees of Advertising Practice, the author of the UK Advertising Codes, will now develop new standards on ads that feature stereotypical gender roles or characteristics, which the ASA will administer.

Between 2015-16, the ASA considered a total of 1,378 cases relating to the depiction of women and men or both. 913 of the cases broadly related to women and 465 to men.

Ads under fire

The ASA banned a Gucci advert showing slender models wearing the company's latest fashion range for using a model that looked "unhealthily thin". The website advert was criticised for pushing an "irresponsible body image".

An ad for Femfresh bikini line shaving products, featuring dancing women wearing briefs and swimwear, and which included multiple close-up shots of the women's crotches, was "presented in an overly-sexualised way that objectified women."

An advert for bookmaker Paddy Power featuring transgender people was offensive and condoned harmful discriminatory behaviour. The TV advert shown ahead of a Ladies' Day at the Cheltenham Festival invited viewers to spot the "stallions" from the "mares".

Protein World's "Are you beach body ready?" ad, which promoted the brand's slimming product and featured a woman wearing a bikini, prompted hundreds of complaints but escaped a ban after the ASA found that it was not likely to "body-shame" women.

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Adverts showing women cleaning up after men banned

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Adverts which show women cleaning up a domestic mess left by men are set to be banned under a new crackdown on damaging gender stereotypes. The Advertising Standards Authority (ASA) is proposing stronger regulation on sexist adverts that perpetuate "stereotypical gender roles or characteristics which might be harmful to people."

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Mortal Kombat 1 Mortal Monday Commercial by Retroware TV

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Advertising has always been a good medium to find out more about society. What are 'modern' people's opinions, needs, hopes and fears? The role of men and women are an important part of our society. We probably all know how sexist vintage ads could be and the macho culture of the advertising industry back then is best-known since at least the success of the TV-show Mad Men (a great series with great actors, by the way). Anyway, if we would compare such old ads with the ones of today, we are sure that we can find a huge difference between them. But did we, and our ads, really change that much?

'Show her it's a man's world'. This is the slogan of an advertisement from 1951 by the tie company Van Heusen. The picture shows a man relaxing in bed while a woman is kneeling next to him, holding a tray in her hand. It obviously suggests that women are inferior and have to serve their husbands. This ad's message is not only sexist but also extremely misogynistic. Sadly, this is only one example of many. In fact, there are ads that are even worse.

'Is it always illegal to kill a woman?' Unbelievably (well, maybe it is not really unbelievable), this is what an advertisement from the year 1947 says. It was created for the company Pitney-Bowes, which fabricated postage metres (Yes, even in an ad for postage meter it is possible to be misogynistic). What we can see here is misogyny at its highest level.

However, something like that might have been accepted in the 20th century, but not today, most people would say now. Offensive ads like that would be banned today, right? Well, nowadays people would probably protest such extremely discriminatory ads like these and, as a result, these ads would be banned immediately. In fact, something like that just happened recently, in 2016. The Irish campaign for Coca-Cola's Sprite, using the hashtag 'Totally refreshing', featured slogans like 'She's seen more ceilings like Michelangelo' or 'You're not popular, you're easy.' When it appeared on the Irish news website JOE.ie, an outcry was expressed in the social medias, the users found the campaign sexist and misogynist. So, it was no surprise that the campaign was ended.

Nevertheless, modern advertisements are certainly not sexism-free. In fact, we can find sexism quite often; and it doesn't matter if we consider cosmetic ads, car ads or cleaning agent ads. Sometimes it is rather hidden, sometimes rather obvious. How often can we see half-naked women, who are advertising so any kind of product? Quite often. After all, sex sells. Women are still objectified by the advertising industry.

But not the only the objectification of women can be found in modern ads, but also gender stereotypes are still a huge element of our ads nowadays. This ranges from toys that are specially created for either boys or girls (normally with a lot of pink and glitter) to advertisements for cleaning agents or washing powder with mostly female actresses and to cosmetic ads suggesting that a woman has to look great all the time. Most of us take these things for granted and don't even think about it. But it is not only women, who are forced into stereotypes. Men also have to face clichés in advertising. How often do we see the typical male stereotypes in ads (men have to be strong, masculine, maybe a bit immature and of course, they love women)? Yes, very often. The truth is, that stereotypes are much easier to understand for most people. Since these clichés are so common, the majority can relate to them.

Of course, sexism in advertisements is not a new topic at all and this article is not the first one talking this subject, but maybe it is still time to become more aware of overt and covert sexism in the ads we see every day. After all, it's 2017, and starting to think a little bit different when it comes to gender roles, might be a good idea. I mean, it would probably be really interesting to rethink a little, wouldn't it?

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Sex Sells - and Sexism even more? - Writing in the Media - Medium

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Advertising has always been a good medium to find out more about society. What are 'modern' people's opinions, needs, hopes and fears? The role of men and women are an important part of our society.