Britain last year announced a ban on advertising that promotes gender stereotypes, saying that they could “restrict the choices, aspiration and opportunities” of people who viewed the ads. Companies like Dove and Nivea have attracted criticism for their use of images online. Facebook has been accused of discriminating against women by allowing employers to exclude women from targeted recruitment campaigns.
The judgment reflects changing mores across Europe, as well as a shift for the advertising industry, said Cathrine Jansson-Boyd, a consumer psychologist at Anglia Ruskin University in Cambridge, Britain.
“We have seen across Europe, in terms of consumer advertising, that these messages are not OK,” Ms. Jansson-Boyd said. “We’re more aware what is correct and what isn’t. The idea that you can swap a woman just like a job isn’t acceptable.”
But Bahnhof is unrepentant.
Jon Carlung, the chief executive, maintained that the decision — which carries no punishment or fine — was an overreaction. He pointed out that the meme had been shared with no sexist intent by the head of Bahnhof’s communications division, who happens to be a woman.
“We will fight fiercely to use memes in any way we feel,” Mr. Carlung said. “We will not be subject to censorship in any sense.”
“People will be annoyed by anything,” he added.
Still, the decision may make other companies consider more carefully how much benefit they get from using these images, according to Anja Lambrecht, a marketing professor at London Business School who focuses on digital marketing.
“We actually know from research that ads perceived as outrageous get more attention, but are not necessarily more persuasive,” Ms. Lambrecht explained.
Article source: https://www.nytimes.com/2018/09/26/business/sweden-distracted-boyfriend-meme-sexist.html?partner=rss&emc=rss
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