SEXIST ADS: LEARN FROM THESE MISTAKES

Sexism, defined by Oxford Languages as, ‘prejudice, stereotyping, or discrimination, typically against women, on the basis of sex’, is still a cause for concern in the 2020s – and, unfortunately, this type of behaviour continues to be normalised by sexist advertisements, whether it be sexist advertisements in 2021 or sexist advertisements 2022.

Sexism may be a lot more subtle in today’s ads – compared to the heavily sexist ads of the 20th Century, that is – nevertheless, it’s still unnecessary and offensive. One piece of good news is that these ads will no longer air in the UK as the ASA (Advertising Standards Authority) recently introduced a ban on sexist advertising as they discovered it can play a part in ‘limiting people’s potential’.

Here, we explore different sexist ads from across the years and take a look at the music used for them. Looking for ad music? We have a huge range of hand-picked playlists to help you find the perfect track.

Recent Sexist Ads

Sexist Ads 2020

Over in Oz (circa June 2020), KFC released a festival-inspired ad that focuses on a young woman checking herself out in a stationary car window. As she takes a close look at her reflection, the window rolls down to reveal two young boys and their mother have been watching her through the car window the whole time. Unsurprisingly, the pre-adolescent children are a little caught up with what they’re seeing (quite frankly, they’re practically drooling), and their mother appears to be extremely unimpressed.

The sexist undertones of this advert lie within antiquated notions that women are objects of desire. This is made even worse when you realise it’s a KFC advert marketing juicy chicken breasts and thighs – hence, it runs the risk of suggesting the young girl is nothing but a piece of meat.

The song used in the advertisement is the popular 2012 dance-pop track ‘I Love It’ (feat Charlie XCX) by Icona Pop. The music is used to convey good summertime vibes and reaffirm the festival setting. If it’s dance-pop tracks you’re after for your next project, take a look at our dedicated playlist.

Sexist Ads 2019

One of the most controversial adverts of 2019 was the Peloton Christmas commercial, created to advertise the brand’s home workout equipment – namely their exercise bike. In the commercial, titled The Gift that Gives Back, a woman is gifted a Peloton bike by her husband. Thereafter, she religiously uses the bike to change her life around.

The reason why a percentage of women were not onboard with Peloton’s ad is because they felt it suggested women should be constantly dieting. In fact, it affected so many people that, according to CBSN Los Angeles, Peloton stocks plummeted after the ad was released.

It’s clear the ad was supposed to be fun and light-hearted, as the music used in the ad is nimble and chipper. If you happen to be looking for something similar, make sure you check out our Lifestyle playlist.

Sexist Ads 2018

The most sexist ad of 2018 came from Israeli fashion label, Castro. The advert revolves around a woman who drives across a rural landscape in her sports car. Sounds empowering, right? Well, it certainly would be if she didn’t stop off for gas.

As the woman in question pulls up at what is best described as a gas shack, she's met by the gaze of the scruffy shack owner. As she fills her car up, she parades around the space in her skimpy dress, dancing for the male gaze. But the inappropriateness doesn’t end there: soon after, it’s revealed that she’s kidnapped a young woman who’s stuck in her car boot, wearing nothing but her underwear. It’s implied she’s going to kill her and bury her in the desert. Sexist and violent. Yikes.

The soundtrack? Blondie’s iconic 70s hit ‘One Way or Another’.

Sexist Ad 2017

Another sexist ad from the Aussies. In 2017, automotive servicing company Ultra Tune released a commercial that not only played with passé gender stereotypes, but also featured two busty women for the male gaze.

At the beginning of the ad, two women are driving along before their Mini’s muffler unexpectedly sets on fire. After the driver uses her Ultra Tune app to summon a mechanic, she and her companion attempt to put out the fire themselves – a scene that is best described as borderline-pornographic. Unfortunately, the two women aren’t savvy enough to put out the fire themselves so the car ends up exploding. The male narrator proceeds to say, ‘avoid unexpected situations’ and as soon as you know it, a male Ultra Tune mechanic appears to rescue the damsels in distress.

The only inoffensive part of the ad is the chirpy background music that plays throughout. We have similar upbeat songs - have a listen over at our Upbeat Pop and Rock playlist.

Sexist Ads 2016

Shockingly, it was multinational brand Amazon that created one of the most sexist ads of 2016 – more specifically, it came from Amazon India. The ad, titled #WhenAWomanShops, may not be quite as in-your-face sexist as the others that grace this list, but its concept is founded on outmoded conventions.

The experiment featured in the ad challenges men to predict what their partner will order from Amazon when gifted free credit. Typically, the men forecast their other halves will purchase clothes, make-up and beauty products. The women then defy their expectations by revealing they’ve purchased activity equipment, useful accessories and clothes for their men, proving that many men are still stuck in toxic ways of thinking.

At least Amazon hits the right spot with its music choice. The orchestral composition makes the experiment an easy-watch and provides it with a healthy pace to follow. Discover more modern orchestra songs over in our catalogue.

Our Advert-Appropriate Production Music

If you're looking to create your own ad, then involve both female and male creatives in the whole process. And, of course choose the best music to get your message across! Audio Network has tracks in every genre imaginable. If you want to discover our latest tracks, head over to our new releases.