Renee 曾靖闻。Just affirmative side:
Gov:
Status quo: in the modern society, it seems to be commonplace that some advertisement intimates objectification , discrimination, misunderstanding towards women and in the meanwhile gives hints to children about the misunderstanding towards different genders ,which actually intensifies the stereotypes badly.
Principle: 1.our policy mitigates stereotypes and subconscious discrimination towards women and maximize the equality between both genders.
1. How some ads today propagates misunderstanding and stereotypes towards women and sets a bad example to the formation of the perception to genders for kids.
a. Women are subconsciously dressed delicately and are considered as icons of being watched or the sex objective. (EG: dresses up sexily and implies flirty expression, ) this is the symbol of objectification towards women. And women seem to be more attractive than product it self
b. Moreover, some ads also intensify the image of man that's to say ,the stereotypes: men should always be the strong, initiative, dominant. On the contrary, women tend to be weak ,independent, body-conscious but also care about their appearances only.
c. Those implication of the subordination from women towards men embeds seeds of stereotypes in the kids' hearts. For boys, they will perceive the validity to tease girls and take it for granted to despise girls because when they are young, the ads use its function of repeating to intensity this perception. What's worse, for those boys reluctant to be strong ,they suffer from the agony of having to be strong because of the social norms. For girls ,especially those who are not body-conscious, not slim ,not beautiful as the models, they will feel not confident enough .
d. Once the stereotypes form, it will be difficult for them to have appropriate perceptions towards genders, because ads company their growth, and it will be hard to remove it. So it will cause the vicious circle for the next generation.
2. How these ads benefit the company itself in the long-term.
a. Our policy alleviates the impact of the gender and appearance of women or men ,but at the same time it intensifies the product or the service itself. Because now the audience will turn most of their attention on the products,(function, design, quality) and make better choice through watching
b. Also it brings more possibility for diverse more potential consumers because it enlarges the consumer pool. In the past ,we are confined by stereotypes.(eg: men will also be charmed by weight lose medicine which used to be designed almost for women only) But now it gives rise to more probability for both genders.
c. Even if some products are just designed specifically for men or women, it doesn't mean average build won't attract people. Instead, our policy polishes the reputation for the company. Because we use average build, we respect gender equality and we are telling the audience: you don't have to be perfect to use our products. Even if you are average, our products will also make a difference.
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