# data[].attributes.headline
Social regulation of heterosexual gender norms

# data[].attributes.subject
Social regulation of heterosexual gender norms

# data[].attributes.body
Advertising continually reinforces gender norms and socially constructed roles. Here are some examples:

# data[].attributes.headline
The female body as vulnerable and shameful.

# data[].attributes.subject
The female body as vulnerable and shameful.

# data[].attributes.body
Foucault's 'hysterical woman' is "limited and defined by her sexuality" (Shilling 2012, 80) and this example displays this discourse in the context of modern social regulation of women's bodies. The women in the ad are discussing natural female physical experiences however they are portrayed as shameful and embarrassing. Patriarchal regulation of female sexuality rates the value of women on their ability to reproduce. The women in this example are discussing their physical transition into a non reproductive state which renders them of less value than younger women according to Turner (Shilling 2012, 91). Shameful and embarrassing portrayal of natural female bodily functions is also common in advertising for feminine hygiene products.

# data[].attributes.body
This advertisement resonated with Foucault’s theory of heterosexuality as the normalising typification in everyday discourse (Shilling 2012, 80). Mainstream advertising is overwhelmingly heterosexual and creates as discourse that we as consumers participate in without even realising, which promotes the value of youth, sexual objectification of women and the hyper masculinity of men. In food advertising generally, the hunger of women is not something that is generally discussed. Food is marketed to hungry men, however food for women is generally marketed to assist them in achieving health or body goals or to satisfy a craving. In this example, the image of a woman eating a large burger is acceptable because her physical form meets a typical ideal. Furthermore the advertisement is not aimed at hungry women, but at men, therefore the function of the woman eating is not to satisfy her hunger, but to be objectified; both the woman and the product in this advisement are for the consumption of men. The commentary in this ad focusses on the “natural” aspect of the product that they are selling, while the woman is portrayed naked, or in her “natural state”, furthermore she alludes to her natural breasts, therefore her nakedness, breasts and the product being sold are “all natural”. While all bodies are natural, this woman possesses the right type of “naturalness” which makes it the ideal form for heterosexual advertising.

# data[].attributes.attachment_link.title
Charlotte McKinney - Carls Jr Ad Commercial - Super Bowl XLIX 2015 - The All Natural Burger

# data[].attributes.body
In this chocolate commercial each man gets his own serving of chocolate. In contrast, in the female targeted Maltesers ad the women all share the one serving. This reinforces a social discourse of hunger being a masculine trait and men need to food to solve the problem of hunger whereas women need a smaller amount to simply satisfy a craving or desire.

# data[].attributes.attachment_link.title
Snickers Commercial - Football - You are not you when you are hungry

# data[].attributes.body
Schilling, Chris. 2012. "The Socially Constructed Body". In The Body and Social Theory, 75-102. London: Sage.

# data[].attributes.body
Eisend, Martin. 2010. "A meta-analysis of gender roles in advertising." Journal Of The Academy Of Marketing Science 38, no. 4: 418-440.

Jones, S. C., & Reid, A. 2011. "Sex and sexism in Australian alcohol advertising: Why are women more offended than men?" Contemporary Management Research 7, no. 3: 211-230.

# data[].attributes.attachment_link.readable_text
Advertisements that show men failing at simple household tasks and women left to clean up are set to be banned by the UK advertising watchdog.

The Advertising Standards Authority will crack down on ads that feature stereotypical gender roles.

Ads that mock people for not conforming to gender types or reinforce gender roles had "costs for individuals, the economy and society", the ASA said.

As a result new rules will be drawn up that will take effect next year.

The ASA said it had decided to conduct a review following the public's reaction to the "beach body ready" advertising campaign in 2015. It prompted a wave of complaints for showing a bikini-clad model in an advertisement for a slimming product, which critics said was socially irresponsible.

In the past the ASA has banned ads on grounds of objectification, inappropriate sexualisation, and for suggesting it is desirable for young women to be unhealthily thin.

But in several instances the regulator had received complaints about ads that featured sexist stereotypes or mocked people who didn't follow traditional roles, which it had not investigated or ruled against, because they were not in breach of the current guidelines.

Which adverts drew complaints over sexism?

'Over-sexualised' Femfresh shaving advert banned

Rimmel ad featuring Cara Delevingne 'misled viewers'

Selfridges ad of 'thin' model cleared by watchdog

One example was an advert for Aptamil baby milk formula that showed girls growing up to be ballerinas and boys becoming engineers.

Complaints had also been made about adverts for clothing retailer Gap that showed a boy becoming an academic, and a girl becoming a "social butterfly".

An advertisement for KFC featured one man teasing another, who said he suffered from anxiety, over his lack of masculinity.

The review suggested that new standards should consider whether the stereotypes shown would "reinforce assumptions that adversely limit how people see themselves and how others see them."

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

"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."

Not all stereotypes would be barred, however.

The ASA suggested showing a woman cleaning or a man doing DIY tasks was acceptable.

However it would be unacceptable if a family was shown making a mess and the woman was left with the sole responsibility to clean it up, or a man was shown "trying and failing to undertake simple parental or household tasks".

The ASA also said ads suggesting specific activities were suitable only for boys or girls were problematic.

# data[].attributes.attachment_link.description
Advertisements that show men failing at simple household tasks and women left to clean up are set to be banned by the UK advertising watchdog. The Advertising Standards Authority will crack down on ads that feature stereotypical gender roles.