Translation with SYSTRAN Links

The CSA continues his action on the image of the women in the advertizings TV

Publication date: Tuesday, December 19, 2017


After the publication, on October 31st, 2017, of his report on the image of the women in the advertisements with television, the CSA continues his reflection on the means of making evolve the advertising codes related to the kind, in dialogue with experts and the actors of the sector.

To work in.liaison.with the whole of the actors of the sector

The group of experts of the CSA on the women's rights, regularly joined together with the Parisian head office of the CSA, continues his reflection on the image of the women in publicity following the report published on October 31st on this topic. At a meeting Thursday, November 9, 2017, with in the chair advisor, Sylvie Pierre-Brossolettein charge of this file at the CSA, expert evoked the levers of action which would make it possible to make change the stereotyped image of the women in the advertisements with television.

These experts reaffirmed their wish to work in.liaison.with the whole of the actors of the sector - agencies, creative but also advertisers, etc the implication and the commitment of each one of them on this subject is decisive and essential to conclude this evolution, they insisted. Accordingly, Sylvie Pierre-Brossolette met the professionals of the sector on December 4th, 2017.

The experts did not fail to underline certain difficulties which the advertising executives have to overcome: for examplesometimes difficult identification of the stereotypes, need for not imposing a vision of the world rather than another. Or, waitings of the advertisers in media terms of repercussions.

Advertisements in shift with the social practices

The report published at the end of October reveals a strong shift between the current social practices and the assigned roles with the women in the advertisements. The banking products, among others, are an illustration. The main characters (59%) and secondaries (63%) there are in masculines majority. In reality, the women however accounted for 77% of the insurance and bank clerks in 2011, according to INSEE1.

In the same way, in the advertisements for cars, 69% of the main characters are men. However, an investigation of the site “auféminin.com” 2of 2012 confirms that the purchase of a car is not a male prerogative. About half (46%) of the questioned women themselves had bought their vehicle. Not counting today a French driver on two is a woman.

In accordance with the new responsibilities allocate to the CSA at the beginning of year on the “ respect of the dignity of all the people and to the image of the women who appear in these advertising emissions ”, the objective is to bring closer the advertising contents to reality.

 

1 Source: INSEE, investigations Employment (series rétropolées Dares until 2002, annual average over the years 1982 to 1984 and 2010 to 2012).

2 Source: Great European investigation “aufeminin.com” realized in partnership with Toyota Inquires, and published in September 2012 - http://corporate.aufeminin.com/sites/corporate.aufeminin.com/files/aufeminin-enquete-auto.pdf

On the same subject 

Consult the report on the representation of the women in the TV commercials

Consult the topic on the women's rights