Task 1
Working on the text
Do the following tasks, writing coherent texts. Use your own words as far as appropriate.
1.
Sum up the information about the Advertising Standards Authority's (ASA) advertising ban and the reactions to it (Text 1 + Text 2).
2.
Compare how the topic is presented in the articles (Text 1 + Text 2). Focus on the use of language.
28 BE
Writing
3.
Choose one of the following tasks:
3.1
Taking the views given in the articles as a starting point, discuss whether the adveil by BIC should be banned today.
Advert by BIG, a company producing writing utensils and lighters
or

Payne, Ed (2015). #BicFail: Pen maker offends women's day salute in South Africa. CAW. 12 August, 2015.
3.2
You are attending an international youth conference on the influence of media on society and are invited to deliver a speech.
Write a speech in which you assess to what extent people are manipulated by digital media.
32 BE
Text 1
'Harmful' gender stereotypes in adverts banned
1
A ban on adverts featuring "harmful gender stereotypes" or those which are likely to cause
2
"serious or widespread offence" has come into force. The ban covers scenarios such as a
3
man with his feet up while a woman cleans, or a woman failing to park a car. The UK'S
4
advertising watchdog introduced the ban because it found some portrayals could play a part
5
in "limiting people's potential". It said it was pleased with how advertisers had responded.
6
The new rule follows a review of gender stereotyping in adverts by the Advertising Standards
7
Authority (ASA) - the organisation that administers the UK Advertising Codes, which cover
8
both broadcast and non-broadcast adverts, including online and social media.
9
The ASA said the review had found evidence suggesting that harmful stereotypes could
10
"restrict the choices, aspirations and opportunities of children, young people and adults and
11
these stereotypes can be reinforced by some advertising, which plays a part in unequal
12
gender outcomes". [...]
13
Blogger and father of two Jim Coulson thinks the ban is a good idea. He dislikes adverts that
14
perpetuate stereotypes about dads being "useless". "It's the small things though that build
15
up, and the small things are what infoi-m the subconscious," he told the BBC. "That's the
16
problem...
17
that adverts rely on stereotypes. We know why they do it, because it's easy."
18
But columnist Angela Epstein disagrees, and thinks that society has become
19
"over-sensitive". "There's a lot of big things we need to fight over - equality over pay, bullying
20
in the workplace,
21
domestic violence, sexual harassment - these are really big issues that we need to fight over
22
equally," she told the BBC. "But when you chuck in the fact that women are doing the dishes
23
[in advertisements], it's not in the same sphere. When we lump it all together and become
24
desensitised, we devalue those important arguments we need to have."
25
As part of its review, the ASA brought together members of the public and showed them
26
various adverts to gauge how they felt about how men and women were depicted. One of
27
them was a 2017 television advert for Aptamil baby milk formula, which showed a baby girl
28
growing up to be a ballerina and baby boys engineers and mountain climbers. The ASA
29
found some parents "felt strongly about the gender based aspirations shown in this advert
30
specifically noting the stereotypical future professions of the boys and girls shown. These
31
parents queried why these stereotypes were needed, feeling that they lacked diversity of
32
gender roles and did not represent real life."
33
At the time it was released, the campaign prompted complaints but the ASA did not find
34
grounds for a formal investigation as it did not break the rules. However, Femando
35
Desouches, managing director of marketing agency New Macho, which specialises in
36
targeting men, said this was an example of a past advert that would not pass the new ASA
37
legislation. He said it showed how easy it can be for "deeply entrenched views on gender to
38
come through in an ad that purports to be caring and nurturing of future generations." He
39
was "unsurprised it generated a backlash".
N. N. (2019). 'Harmful' gender stereotypes in adverts bamied. BBC News. 14 June, 2019.
Text 2
Banning 'sexist' ads for cars and cream cheese an insult to the intelligence of every woman
1
Images of hapless dads and happy mothers - honestly, could you imagine anything more
2
offensive and harmful to the wellbeing of our society?
3
The Advertising Standards Authority (ASA) has taken the bizarrely draconian decision to ban
4
two television adverts - one for cars and one for cream cheese - under new rules intended to
5
combat gender stereotyping.
6
Any ads that are deemed "likely to cause harm, or serious or widespread offence" will
7
effectively be censored since the ASA has decided that looking at sexist adverts can "limit
8
people's potential", whatever that means. [...]
9
Look, I'm no supporter of the advertising industry. Ad breaks hurt my brain. I'd be happy
10
never lo to see another advert again.
11
But it is absurd for the ASA to act as State censors, preventing us from drawing our own
12
conclusions about what constitutes offence.
13
The ASA appears to be under the impression that we are all gullible, credulous idiots who
14
have only to see something enacted in order to be convinced we must behave in exactly the
15
same i5 way.
16
Advertising is the art of manipulation, for sure, playing on our existing fears and desires. But
17
advertisers are not mind-controlling Svengalis , hypnotising us for their own evil ends. They
18
reflect society, they do not create it. We retain the ability to judge, discriminate, and think for
19
ourselves.
20
And besides, where is the evidence that this supposedly dangerous stuff actually causes
21
"harm"?
22
I can't imagine any young woman has been deteired from a promising career in the STEM
23
industries because she saw a mother with a pram in a car adveil. I don't see a young dad
24
throwing in the house-husbanding towel because of a lame ad for spreadable cheese.
25
Of course, in the pastjaw-droppingly sexist ads really were rife. A vintage Volkswagen advert
26
shows a bashed-up Beetle with one headlight broken. "Women are soft and gentle, but they
27
hit things," says the caption. It reassures cash-strapped husbands that Volkswagens are
28
cheap to fix - "so when your wife goes window-shopping in a Volkswagen, don't worry".
29
Fortunately, that world of blatant misogyny has long gone. Which is why the ASA has no
30
justification for its clumsy, authoritarian and deeply patronising attempt at social engineering.
31
Thanks guys, but we do not need to be saved from ourselves. Women should be free to
32
make their own choices about what they consider sexist or not.
33
To my mind the answer is simple. If you don't like the advert, don't buy the product.
Meredith, F. (2019). Banning 'sexist' ads for cars and cream cheese an insult to the intelligence of every woman. Belfast Telegraph. 16 August, 2019.
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Note:
Our solutions are listed in bullet points. In the examination, full marks can only be achieved by writing a continuous text. It must be noted that our conclusions contain only some of the possible aspects. Students can also find a different approach to argumentation.
Our solutions are listed in bullet points. In the examination, full marks can only be achieved by writing a continuous text. It must be noted that our conclusions contain only some of the possible aspects. Students can also find a different approach to argumentation.
1.
- The Advertising Standards Authority (ASA) has introduced new rules to ban advertisements that portray harmful gender stereotypes.
- This includes scenarios where men are shown relaxing while women clean or women are depicted as poor drivers.
- The new rules have already led to the banning of two television adverts, one for cars and another for cream cheese, which were deemed to violate the guidelines.
- The ban is grounded in research indicating that gender stereotyping in ads is widely objected to by the public.
- The ASA's review found that such stereotypes can restrict people's options, potential, and aspirations, thereby reinforcing gender inequality.
Information
- Gender stereotyping in advertising is considered harmful and offensive because it can limit individuals' potential and reinforce unequal gender roles.
- The ASA's research suggests that these stereotypes can hinder people's choices, aspirations, and opportunities, perpetuating gender inequality.
Reasons
-
Advocates:
- Jim Coulson: supports the ban, arguing that advertisements influence the subconscious and thus need regulation to prevent the reinforcement of negative stereotypes. Critics:
- Angela Epstein: criticizes the ban, suggesting that focusing on minor issues like adverts dilutes attention from more significant gender-related conflicts, such as pay equality and workplace bullying.
- Fionola Meredith: opposes the ASA's decision, arguing that people are not easily harmed by advertisements as they do not take them at face value.
- She believes the influence of ads on career choices is overstated and that advertisements mainly affect purchasing decisions.
- Meredith also contends that the ASA's actions are patronizing, as they underestimate people's ability to judge and think for themselves.
Reactions
2.
- The BBC uses factual and neutral language to present the information.
- The headline is straightforward: "A ban on adverts featuring 'harmful gender stereotypes' or those which are likely to cause 'serious or widespread offence' has come into force."
- The article presents the reasons for the ban objectively, such as "limiting people's potential," without emotional or subjective language.
- Words like "harmful," "limiting people's potential," and "serious or widespread offence" are used to highlight the negative effects of gender stereotypes.
- These terms are used to explain the rationale behind the ASA's decision.
- The BBC article references evidence from the ASA review and includes comments from experts like Fernando Desouches, lending credibility to the ban and its effectiveness.
- The article states, "The review had found evidence suggesting that harmful stereotypes could 'restrict the choices, aspirations and opportunities of children, young people and adults.'"
- The article presents different viewpoints, quoting both Jim Coulson, who supports the ban, and Angela Epstein, who criticizes it.
- This balanced approach provides a comprehensive view of the issue.
Use of language
BBC (Text 1):
BBC (Text 1):
- Meredith uses emotive and persuasive language to criticize the ASA's decision.
- The headline, "Banning 'sexist' ads for cars and cream cheese an insult to the intelligence of every woman," immediately sets a negative tone.
- Phrases like "bizarrely draconian" and "whatever that means" are used to mock the ASA's rationale.
- Meredith uses terms with strong negative connotations, such as "absurd," "State censors," and "gullible, credulous idiots," to portray the ASA's actions as extreme and unjustified.
- This language is intended to convince readers of her viewpoint.
- Irony and exaggeration are used to ridicule the ASA's decision.
- Statements like "Images of hapless dads and happy mothers - honestly, could you imagine anything more offensive and harmful to the wellbeing of our society?" and "State censors" mock the perceived severity of the ASA's actions.
- Phrases like "throwing in the house-husbanding towel" use vivid imagery to undermine the ASA's claims about the effects of gender stereotypes in ads.
- Meredith frequently uses rhetorical questions, imperatives, and personal pronouns to engage readers directly and create a sense of involvement.
- Examples include, "could you imagine...?", "where is the evidence...?", "Look,...", and "we/us."
- This approach makes readers feel part of the argument and questions the legitimacy of the ASA's actions.
- Describing the ASA as "clumsy, authoritarian and deeply patronising" emphasizes Meredith's view that the ASA underestimates the public's ability to make their own judgments.
- "If you don't like the advert, don't buy the product." This statement reduces the issue of gender stereotyping to a matter of consumer choice, dismissing the need for regulatory intervention.
Meredith (Text 2):
- The BBC article (Text 1) uses neutral, factual language and provides a balanced view by presenting both support and criticism for the ASA's ban on gender stereotypes in advertising.
- It relies on evidence and expert opinions to explain the rationale behind the ban.
- In contrast, Meredith's article (Text 2) uses emotive, persuasive, and colloquial language to criticize the ASA's decision.
- Meredith employs irony, exaggeration, and rhetorical questions to engage readers and challenge the legitimacy of the ban, ultimately presenting the issue as a matter of personal choice rather than regulatory necessity.
Conclusion
3.1
In 2015, BIC released an advertisement to celebrate Women's Day in South Africa, featuring a message that read: "Look like a girl, act like a lady, think like a man, work like a boss." This advert received significant backlash on social media and was widely criticized for its sexist implications, leading to an apology from BIC. The controversy surrounding the ad raises important questions about gender stereotypes in advertising and the ethical responsibilities of companies in their marketing practices.
Introduction
- The ad perpetuates outdated and harmful stereotypes by implying that women's success is contingent upon adopting male characteristics or conforming to traditional gender roles.
- This messaging can undermine gender equality by suggesting that women need to "think like a man" to be successful, which is both patronizing and dismissive of women's capabilities.
- Companies have a responsibility to promote positive and inclusive messages.
- An ad that offends or alienates a segment of the population can damage the brand's reputation and consumer trust.
- Given the increasing awareness and advocacy for gender equality, such an advertisement is considered ethically irresponsible.
- The strong negative reaction to the original ad highlights the potential for significant public backlash.
- In today's social media-driven world, offensive advertisements can quickly go viral, leading to widespread condemnation and long-lasting damage to the brand's image.
- Advertising standards in many countries have evolved to prevent the dissemination of content that can be seen as discriminatory or offensive.
- Regulatory bodies often set guidelines to ensure that advertisements do not perpetuate harmful stereotypes or bias.
- Banning such ads aligns with these standards and helps to maintain a more respectful and equitable advertising environment.
Main Body
Arguments for Banning the Advert Today
Arguments for Banning the Advert Today
- Some may argue that banning advertisements infringes on a company's freedom of expression.
- Advertisers should be allowed to create content that aligns with their brand identity, even if it includes controversial elements, as long as it does not cross legal boundaries.
- Rather than banning the ad outright, it could serve as a case study for what not to do in advertising.
- Companies can learn from BIC's mistake and understand the importance of sensitivity and inclusiveness in their marketing strategies.
- This approach promotes growth and awareness rather than censorship.
- The advertisement was created nearly a decade ago, and societal norms and awareness have since evolved.
- While it was deemed inappropriate then and would likely be seen similarly today, understanding the historical context can provide insights into how marketing strategies and public perceptions have changed over time.
Arguments Against Banning the Advert Today
Given the significant progress in gender equality and the heightened sensitivity to issues of sexism and discrimination in today's society, the arguments for banning the BIC advert are compelling. The reinforcement of gender stereotypes, the ethical responsibility of companies, the risk of public backlash, and the adherence to modern advertising standards all support the view that such an advertisement should not be allowed. However, it's also crucial to balance this with considerations of freedom of expression and the potential for educational use. Ultimately, while banning the ad might be appropriate to prevent harm, it should also serve as a reminder and a learning opportunity for companies to develop more inclusive and respectful advertising practices.
Conclusion
3.2
Speech: The Power and Influence of Digital Media on Society
Title
Ladies and gentlemen, esteemed guests, and fellow peers,
Greeting
It is an honor to stand before you today at this international youth conference to discuss a topic that profoundly impacts our lives: the influence of digital media on society. In this digital age, media is omnipresent, shaping our perceptions, behaviors, and realities in ways we might not always recognize. Today, I will assess the extent to which people are manipulated by digital media and the implications of this influence on our society.
Introduction
- One of the most insidious ways digital media manipulates us is through algorithms.
- These algorithms curate content based on our preferences and past behavior, creating echo chambers where we are only exposed to information that reinforces our existing beliefs.
- This selective exposure can distort our understanding of reality and polarize our opinions, making us more susceptible to manipulation.
- The rapid spread of fake news and misinformation is another critical issue.
- Digital media platforms often prioritize sensational content that garners clicks and engagement, irrespective of its veracity.
- This environment allows false information to spread quickly, influencing public opinion and even political outcomes.
- The manipulation here is not just about spreading falsehoods but also about eroding trust in credible sources of information.
- Digital media is designed to capture our attention and keep us engaged.
- Platforms use psychological tactics, such as intermittent rewards and notifications, to create addictive patterns of behavior.
- Emotional content, particularly that which evokes anger, fear, or joy, is more likely to be shared, creating a cycle of emotional manipulation that keeps us hooked and continuously consuming content.
- Advertising on digital media is highly targeted, leveraging our personal data to deliver tailored messages that influence our purchasing decisions.
- This level of personalization can lead to a sense of being constantly watched and manipulated into buying products we might not need, driven by sophisticated marketing strategies that exploit our desires and insecurities.
Main Body
The Subtle Art of Manipulation
The Subtle Art of Manipulation
- Digital media companies wield immense power over what information we see and how we see it.
- This power comes with a responsibility to ensure that their platforms are not used to manipulate users harmfully.
- Transparency in how algorithms work, efforts to combat fake news, and protecting user data are crucial steps these companies must take to mitigate manipulation.
- While the influence of digital media is undeniable, we are not powerless.
- Education and awareness are our greatest tools. By developing critical thinking skills and media literacy, we can become more discerning consumers of information.
- Understanding how digital media works and recognizing the tactics used to manipulate us can help us navigate this complex landscape more effectively.
- Question the sources of your information.
- Look for credible, unbiased sources, and cross-check facts before accepting them as truth. Be aware of your own biases and how they might affect your judgment.
- Taking regular breaks from digital media can help reduce its manipulative effects.
- Engaging in offline activities, connecting with nature, and having face-to-face interactions can provide a healthier balance.
- Advocate for greater transparency and accountability from digital media companies.
- Support policies and regulations that protect users from manipulation and ensure the ethical use of data.
The Responsibility of Digital Media Companies
The extent to which people are manipulated by digital media is significant, but it is not insurmountable. By being aware of the ways in which we are influenced and taking proactive steps to counteract manipulation, we can reclaim our autonomy and use digital media as a tool for positive change. Let us commit to becoming informed and responsible digital citizens, shaping a future where media empowers rather than manipulates.
Thank you.
Conclusion