Lerninhalte in Englisch
Abi-Aufgaben
Lektürehilfen
Inhaltsverzeichnis

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
TH Abi 2024
Payne, Ed (2015). #BicFail: Pen maker offends women's day salute in South Africa. CAW. 12 August, 2015.
or
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.

Weiter lernen mit SchulLV-PLUS!

monatlich kündbarSchulLV-PLUS-Vorteile im ÜberblickDu hast bereits einen Account?