Those who were not offended by the advertisement argued that gender stereotyping was ‘just a bit of fun’, or ‘normal behaviour’, or that it was unfair to say to a boy who looks at breasts was committing violence against women. They found a well organised consumer protest at the advertisement alongside counter-arguments from consumers who were not offended by it. The researchers examined thousands of tweets, Facebook posts, and news articles in the three weeks following the first airing of the advertisement. These old-fashioned stereotypes do no one any favours.” The same sexism applies to men in advertising, too, when they are portrayed as, for example, emotionally unintelligent or unable to control their impulses simply because they are male. “Research has shown sexist content leads to both men and women having a diminished view of women’s competence, morality and humanity. “In the case of sexism, as in the advertisement at the heart of our study, it has long been shown female sexual objectification can have a range of pernicious consequences, including the normalisation of male aggression towards and belittling of women. Despite sexism, racism or other offences increasingly being called out, advertisers cannot turn to a body of research to learn from, and activism is swift and often highly damaging. Middleton said: “The effect of social activism on advertising is under-examined. In each of those cases, the advertisements were swiftly withdrawn, but the costs have been high: Peleton’s advertisement, seen by some as sexist, led to an overnight drop in brand value of more than £1 billion H&M, accused of racism, has since hired a diversity director Pepsi has been subject to a stream of memes and spoofs on social media for what was seen as a cultural misstep when it used a "privileged, white" model as a peacemaker between civil rights activists and police. Social media has given a global platform to anyone who wants to share their dissatisfaction or even do serious harm to a brand, as H&M, Peleton and Pepsi can all testify.
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