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Happens at my house too, its magic! Credit / Original Video Here: https://www.youtube.com/watch?v=SqQgDwA0BNU

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This is sexist because it shows a woman cleaning while her husband is lying on the couch.

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This is something that is having a lot of critics in Spain. The church of Madrid made a bus and they were trying to make a tour with it.
The bus itself says "Boys have penis, girls have vagina. Don't let them confuse you. If you are born as a male, you are a man. If you are born as a female, you will always be a woman".

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This ad is implying that women cook, so these pots and pans are their "best friend."

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Pens...for her

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The Beats Pill is around the same size of a hot dog

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Its saying women only work in the kitchen.

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Why do we have to look like a girl? What does even look like a girl or act like a lady means?

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Its stereotyping what each sex thinks about.

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Just some good old fashioned bowling

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It okay to cheat on your girl, but unacceptable to cheat on your workout

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This is sexist because it implies that women do all the cleaning so they should get a new vacuum for Christmas.

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Addison Baugher 1

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Its saying women only evolved to clean the house.

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Another ad that implies that women should be in the kitchen.

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Using sexual imagery in advertisements is a widely used tool by marketers, especially in today's permissive society. It can range from blatant nudity to more subtle sexual embeds. The use of sex in advertising is an emotional advertising appeal, which can be very effective in persuading a target audience to purchase a given product, as they are highly attention grabbing*.

It is fair to say that sex in advertising works when the sexually suggestive image is relevant to the product advertised, for example in an advertisement for lingerie or swim wear. (Shiffman et al. 2014, p. 206)

However, sexual appeals can be used inappropriately and pushed too far to the point where they are considered sexist. Sexist advertisements can include the gratuitous use of sex as well as the use of derogatory gender role portrayals or stereotypes. Sexism in advertising has been around since the 'Mad Men' era- we've all seen the appalling 1940's - 1960's advertisements, which feature women depicted as simple minded and dutiful housewives performing domestic roles.

More of these shocking vintage ads can be found here ->
Sadly, these gender stereotypes are still portrayed in modern advertising. Milner & Higgs (2004) claim that not only do Australian advertisers continue to portray men and women in restricted roles, but that over time the portrayals are actually becoming more stereotypical in a way that emphasizes traditional roles for women.

For example, Madison Avenue launched the below advertising campaign, which was off course met with outrage. Women Rights Activist Cathy David says the ads are "...absolutely despicable. They devalue women by implying that cooking is our most important role in society... It is archaic, misogynistic and sexist". (Campaign Brief, 2009)

Men are also unfairly targeted by these gender portrayals too. Men are often depicted as 'dumb dads' or hyper masculine. For example the below advert for Samsung was slammed for its depiction of males as unevolved, grunting Neanderthals however with the help of technology they can 'evolve' and become fully domesticated.

https://www.youtube.com/watch?v=u9HMhSvnbmk

Sexual objectification is evident in advertisements everywhere. Sexual objectification involves a women or man being viewed primarily as an object of sexual desire, rather than as a whole person. (Szymanski et al. 2011, p. 6) This is clearly evident in advertising, when an image only show's part/s of the sexualized person's body. Beer and car advertisements are notorious this, such as the advertisement for BMW below, which compares used cars to women.

The advertisements below for Tom Ford, Carls Jr and Low Carb are clear examples of female objectification.

The 'nakedization' of advertising is not female-specific, and males are subjected in a similar way. Abercrombie and Fitch are known as the 'masters' of this, with their shop assistants allegedly selected for their good looks, their shirtless men in the door ways and the adverts which show a lot more flesh than clothing.

How is advertising sexism regulated in Australia?

Australia self regulates advertising through the Advertising Standards Board (ASB).The ASB states that advertisements shall "treat sex, sexuality and nudity with sensitivity to the relevant audience and, where appropriate, the relevant program time zone. (Jones 2003) In 2010, the ASB banned the below commercial for CrazyDomains.com.au, after deeming it sexist and degrading to women.

Finally, below is an ad for Snickers, which has stirred controversy as many believe it reinforces and also breaks gender stereotypes.

Some of the responses...
*While the use of sexual appeals in advertising increases attention (particularly among males) it is interesting to note that brand recall, attitude and purchase attention may be negatively affected. (Jones & Reid 2011, p. 214)
World Wide Web

Campaign Brief 2009, Sexist ads slammed by women's rights activists, Campaign Brief, viewed 30 May 2015, < http://www.campaignbrief.com/2009/04/sexist-campaign-slammed-by-wom.html&gt;>

Jones, S 2003, 'Sexism is in the eye of the beholder: Does the Advertising Standards Board Reflect "Community Standards"?' Australian and New Zealand Marketing Academy Conference,Adelaide, 1-3 December 2003, viewed 30 May 2015 < http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1090&context=hbspapers>

Laurence, P 2012, Objectifying Men, The Blog that Peter Wrote, weblog post, 9 October, viewed 18 May 2015, http://pme2013.blogspot.com.au/2011/10/objectifying-men.html

Long, S 2015, 7 Commercials Sexist Towards Men, She Knows, weblog post, 16 Ferbruary, viewed 22 May 2015, < http://www.sheknows.com/entertainment/articles/1075515/commercials-sexist-towards-men&gt;

Motortourque 2008, BMW attract woldwide consternation with Sexist Ad, Motortorque, viewed 25 May 2015, < https://motortorque.org/articles/bmw-attract-worldwide-consternation-with-sexist-ad&gt;

Waxxman, O 2014, Snickers ad Manages to be Sexist to Both Men and Women, The Time, viewed 22 May 2015, < http://time.com/40255/snickers-ad-manages-to-be-sexist-to-both-men-and-women/&gt;

Schiffman, L, O'Cass, A, Paladino, A & Carlson, J 2014, Consumer Behaviour, 6th Edn, Pearson Australia, Frenchs Forest.

Journal Articles

Boddewyn, J 1991, Controlling Sex and Decency in Advertising around the World, Journal of Advertising, vol. 20, no. 4, pp 25 - 35.

Jones S, Reid, A 2011, Sex and sexism in Australian alcohol advertising: (why) are women more offended than men?, Contemporary Management Research: An International Journal, vol. 7, no. 3, pp. 211-230

Milner, L & Higgs, B 2004, Gender Sex-Role Portrayals in International Television Advertising Over Time: The Australian Experience, Journal of Current Issues and Research in Advertising, vol. 26, no. 2, pp 81 - 95.

Szymanski, D, Moffit, L & Carr, E 2011, Sexual Objectification of Women: Advances to Theory and Research, The Counselling Psychologist, vol. 39, no. 1, pp 6-38.

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New Zealand Marketing Academy Conference

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How far is too far? Using sexual imagery in advertisements is a widely used tool by marketers, especially in today's permissive society. It can range from blatant nudity to more subtle sexual embeds. The use of sex in advertising is an emotional advertising appeal, which can be very effective in persuading a target audience to...

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Women are animals.