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It’s long been a well-worn stereotype – men are motivated by a sense of adventure while women focus on caring for their family.
But now TV adverts for two big brands have come unstuck for portraying the sexes that way.
Adverts - Volkswagen - Philadelphia - Cheese - Rules
The adverts for Volkswagen and Philadelphia cheese are the first to be banned under new rules to prevent ‘harmful’ gender stereotyping.
The move came after only a tiny number of complaints – three people protested at the Volkswagen electric car advert and only one objected to Philadelphia’s commercial.
Advertising - Standards - Authority - Volkswagen - Offence
The Advertising Standards Authority said Volkswagen caused offence by showing men in adventurous activities in contrast to a woman in a ‘care-giving’ role.
Meanwhile, Philadelphia’s ‘humorous’ advert – in which a father eats ‘delicious’ cheese while his baby rides on a conveyor belt in a restaurant – was said to brand men incapable of caring for children.
ASA - Complaints - Ads - Breach - Rules
The ASA upheld the complaints and found the ads in breach of new rules regarding ‘harm and offence’ introduced two months ago.
The VW eGolf advert begins with male and female climbers asleep in a tent.
Scenes - Male - Astronauts - Spaceship - Athlete
In successive scenes, two male astronauts are shown floating in a spaceship, followed by a male athlete with a prosthetic...
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