Advertisers and media shun older women
Sat 05 April 2008
Lynne Green, Creative Writing
Inequality between the sexes is still evident, with the media and business avoiding depictions of mature women.
Older women in advertising, television, employment and the fashion industry are usually ignored in favour of young, busty and impossibly thin young women. Western culture generally values good looks over experience and qualifications.
Dr Lauren Rosewarne of the University of Melbourne is investigating this phenomenon. Her research shows that advertising continues to portray mainly young women. In a paper for The British Psychological Society Dr Rosewarne analysed 177 outdoor advertisements, and found none of the advertisements portrayed any women over 66 years of age. Less than 4 per cent of the female characters were portrayed as being over 30 years of age, and were often characterised as negative stereotypes, such as a nagging mother-in-law.
Dr Rosewarne does mention one exception in advertising, the Dove Pro.age campaign. The campaign encourages older women to see themselves as beautiful, and attempts to disrupt the model stereotype. Dove also has a Campaign for Real Beauty, with the aim of encouraging young girls to develop a sense of self esteem unrelated to their physical appearance, and again to break the model stereotype by using ‘ordinary’ women in its advertising.
However, advertising and the fashion industry tends to favour the male, or the young and younger-looking female models. Advertising is about stereotyping, demographics and niche marketing. Models are getting younger and younger, with prepubescent girls are modelling clothes meant for adult women.
Australian Medical Association president Dr Mukesh Haikerwal told the ABC, “This week marks the start of fashion week and it's a good opportunity for the government to look at providing guidelines with the industry.” Dr Haikerwal was commenting on Milan’s ban of excessively skinny and under-aged models in February 2006, as reported by the ABC.
There are many examples of this ugly trend. The Courier Mail reported that Kay McGrath, the senior newsreader at Channel Seven in Brisbane, Australia, had to fight to stay on the air as she approached her 50th birthday.
When newsreader Tracey Spicer was dismissed from Channel Ten, Australia, she took Channel Ten to court for sex discrimination. The Herald Sun reported Ms Spicer was suing on behalf of the many women in television who were sidelined when they got older or started a family.
Even the BBC has come under fire from Stephanie Flanders, the Newsnight presenter, who accused the BBC of sexism and ageism in relation to television journalists Selina Scott, Kate Adie, Anna Ford and Angela Rippon, the Telegraph reported.
Richard Branson found that older women might not be seen, but they certainly can be heard. Virgin Blue lost a court case in Australia, when eight women took the airline to court over its discriminatory employment policies. The Times reported statistics showing only one of 750 female applicants aged 36 and over was successful in obtaining employment as stewardesses with Virgin Blue.
The ABC reported that counsel, acting on behalf of the airline, claimed the women were rejected because they were assessed as not displaying the behavioural competencies required for the positions. Among the list of competencies was the ability to choreograph and perform a dance.
Feminism has come a long way in erasing discrimination against women. However, Western society still has a long way to go before it accepts the real beauty of a mature woman.
Image(s) designed by sxc.hu 339268