The next year of the Sexist Kix anti-prize is here: Among the nominees are large and well-known companies! – Topky.sk

We will find out the results of the public vote as well as the selection of the expert jury via an online video during 16 days of activism against violence against women. “As in previous years, a large number of small business advertisements appeared among the nominations, which make extensive use of the element of sexualization in communication. Often people also nominated gender stereotypical advertisements, and compared to previous years, linguistic sexism appeared more. Traditionally, the Breva company is among the nominees, but for example, the advertisement of the National Bank of Slovakia is also included. Ads from large companies such as ESET, Procter and Gamble, Berto have also been noticed by the public and nominated for the anti-prize. “ presented by Jitka Dvořáková, co-organizer of the anti-award Sexistický kix.

Small businesses help each other with sexualization

The element of sexualization is reached especially by small companies, which in communication bet on the thoughtless depiction of mostly female bodies or their parts without connection to the product or service sold. Convinced that the principle works “Sex sells” they mistakenly believe that in this way they will increase interest in their company’s products or services. However, research shows that sexist advertising is not effective and instead of higher profits, clients only receive a nomination for the Sexist Kix.

A separate chapter is recruitment campaigns to work in the field of advertising. Examples are visuals from Packy Advertising or Biba: Gender stereotypes reinforce inequalities between men and women. The constant portrayal of women as good housewives or loving and caring mothers, which often appeared among the nominations, continues to preserve them in “Run-in system” unfair division of labor in the household.

According to the UN, women do three times more unpaid work than men, and the pandemic has widened the gap. However, the invisible work of women is taken for granted in society. The double or triple burden is placed on them without sufficient evaluation, often offset only by PR thanks to politicians along with a carnation on International Women’s Day.

Examples of boxing links in company communication are kitchen aid visuals or Belária restaurant advertising. In the recruitment campaigns of companies and institutions, women are also offered less paid assistant positions, while men, on the other hand, are managers. An example is the gender-laden advertisement of jobs of the National Bank of Slovakia. It remains a worrying fact that women face long-term pay inequality and, according to the latest Eurostat survey, the average hourly wage gap between men and women in Slovakia is 18.4 percent (14.1 percent in the EU).

They deepen wage inequality

In the context of pay inequality, it is particularly inappropriate to use sexist jokes about wasteful wives. An example is the nomination of Raiffeisen Bank, which used this gender stereotype instead of respectful communication also towards its clients. “Surprising, even shocking, is the visual of a company that used the element of violence in its advertising. We consider this visual to be cynical, also in view of the increase in violence against women during a pandemic. Such advertisements contribute to its standardization, “ clarified by Michaela Jankovičová, co-organizer of the survey.

Source: sexistickykix.sk

The public can vote for sexist ads until November 23, 2021 on the website www.sexistickykix.sk, where voters can give any number of votes, ie mark more than one ad as a “kix”. The results of the vote of the general public and the expert jury will be announced within 16 days of activism against violence against women in the online space.

Source: sexistickykix.sk

Sexist kix

The sexist kix points to the fact that portraying people in a derogatory or stereotypical way on the basis of gender does not belong in a public space. Anticena focuses mainly on active cooperation with the general public and sends a signal to advertisers that real creativity does not need sexism. The Sexist Kix initiative was established in 2016 under the auspices of the NGO Women’s Alliance – The Way Back. He cooperates with non-governmental organizations ASPEKT, Bez sexizmu and Nesenutí. The anti-prize Sexistický kix is ​​also supported by the advertising agency Róbert Slovák and his friends.