Sexist nonsense?

BC has been thwarted in our plans to post a photo of the 'subvertised' Kitkat advert on the corner of Brockley Road and Adelaide Avenue, but similar graffiti has been spotted on Ladywell Road and in Blackheath, so we can direct you there for very similar pictures.

For those who haven't seen the original ad, it says 'Good will to all women ... only 165 calories ... Kitkat'.

To which has been added, by some energetic individual, 'Sexist nonsense - give us a break!'

33 comments:

Anonymous said...

God DAMN it - I took a picture of the ladywell one this morning!

Anonymous said...

I think it actually reads "Goodwill to all women"

"Sexist nonsense"

"Give us a break" - i.e., stop calling us sexist

Brockley Kate said...

Anon - if you can email a copy of it to me at ciaobellaciao @hotmail. co.uk I'll add it to this post (and credit you!)

Pete said...

It clearly is a sexist piece of advertising and so blatant too.

Anonymous said...

Like Diamond Car Insurance and all those other forms of sexist advertising then... oh its OK when it's positively sexist.

Brockley Kate said...

I can just tell that this comments thread is going to go well ...

Monkeyboy said...

Cheer up love....

Anonymous said...

Why is andy's racism on the front page?

Headhunter said...

Yeah, recent comments are showing up Andy Pandy Pudding & Pie comments from about a year or so ago

drakefell debaser said...

The all importance of the calorie.

Kit Kat is not the first to use it but i don't recall it being done as directly. I love the way the subverted ad plays on the Kit Kat slogan - Give us a Break rather than Take a Break.

However, look at what our Grandmothers had to put up with - http://blogs.sfweekly.com/thesnitch/sexist-thumb.jpg and imagine a company doing that now. It would be brand suicide.

Brockley Kate said...

There's something wrong with the 'recent comments' widget. I can't fix it though. It requires the superhero skills of Brockley Jon I'm afraid.

Anonymous said...

Recent racism ;-)

Tressilliana said...
This comment has been removed by the author.
Tressilliana said...

Good grief, DD, that's gross! When I was girl back in the 70s, my (girls') school's magazine used to carry adverts from the major retail banks offering girls a good career 'until they married' or words to that effect. They explained that they would make their female staff a handsome cash gift if they left to get married. What a long way we've come.

The Cat Man said...

Those comments are not racist - grow up!

RE: kitcat comment - why is it 'sexist' to have performed market research indicating more woman then men are trying to undergo weight loss and target marketing resources accordingly to women?

The problem lies with the disparity between men and women undergoing weight loss surely?

The Cat Man said...

I'm like a runner bean personally.... :o)

Anonymous said...

Don't feed the troll!

Tamsin said...

The Kit-kat ad. it's not sexist so much as patronising and the graffiti on it is an amusing response.

Watch the runner bean analogoy. My grandfather wrote a rhyme (of which I forget the first lines) about a king who

"Thinner grew and thinner
On day when he was dressed in green
Cook thought he was a runner bean
And cut him up for dinner."

drakefell debaser said...

Tressilliana, the image of a smiling wife bent over the knee of an angry husband is unfortunately not the only example. Type sexist advertising into an image search engine.

Propaganda posters for the World Wars were also of bad taste – It’s better to face the bullets than to be killed at home by a bomb - for example. I suppose it’s nice to have the choices so eloquently put in front of you. Or this one – When you ride alone, your ride with Hitler. Join a car sharing club today - Streetcar has cleverly avoided this approach. I find the twisted logic behind the propaganda ads quite funny though.

Anyway, advertising has become more subliminal than the ‘in your face’ approach of the early 20th century but sexism is still common.

The Cat Man said...

Interestingly enough, I think a growing trend if for sexism towards men in advertising.

There are quite a few adds now dipiciting a woman 'getting one over a man'. - whether it be selling cars, newcastle brown ale etc so it is important to get the balance right.

The choices I see are:

1. Allow 'provocative' sexist clashes of the sexes in advertising or;
2. Allow none.

I would prefer option 1. Option 2 suggests a completely sterile environment where even this comment thread would not even be neccessary. Besides being boring, it is important to constantly re-assess so I think option 2 would be a disaster.

I quite like the runner bean poem, rather amusing!

Tamsin said...

He drew a sketch with it too - a very thin king and a rather fat cook with a large knife and spectacles(sexism again).

I like wit in advertising - and sparking in the sex "war" is a good source of it. The very classy woman who jumps the queue outside the ladies and just walks straight into the gents, and the beer ads (John Smiths?) that spoof car and perfume advertising cliches with the stunningly beautiful half-Indian actress who delivers the punch-line with unmistakable Mancunican vowels.

nobbly brick said...

I don't like the shape of those new kitkats - too phallic, with ridges - give me a nice pair anyday.

Anonymous said...

Here's an ad found in a 1960's school magazine for Westminster Bank.

Men
1. Offers plenty of responsibility staright away?
2. Promises full professional training?
3. Gives you excellent opportunities of reaching managerial status?
4. Involes the challenge of dealing with people?

And women would want a career that...
1. Offers special training for interesting jobs?
2. Means working working among lively, interesting people?
3. Contributes something really worthwhile to the community?
4. Means meeting people - and helping them?

Do you think a bank is just a fortress in the High Street? Then prepare to change your views.

Anonymous said...

I'm prepared to change my view of Barclays Bank (East Dulwich) as a fortress. It was raided last week.

Graham said...

Have you noticed how virtually all chocolate ads are now targeted at women and feature sexy men being oogled a la Sex and the City? They annoy me hugely, and would annoy me even more if I was female. So patronising.

toshy said...

whoever is responsible for that grafitti, I salute you.

Nina said...

I've complained to the ASA about that advert. It is sexist, it assumes that it's goodwill to all women to supply a low calorie chocolate bar. All women are not on calorie controlled diets, some of us have never dieted in our lives and pick chocolate for very different reasons. Some men do consistently diet, isn't it goodwill to them rather than me? Oh- but I'm definitely one of all those women! This advert definitely stereotypes genders and that's why it's not just patronising but also sexist.

Anonymous said...

oh god, relax

4x4 said...

Nina-don't worry your pretty little head about it-nearly all western women would prefer to be thin end of!

The Cat Man said...

Nina comment has just got my blood boiling, time for a cuppa me thinks

Brockley Kate said...

Not only, but also ... who on earth would eat a Kitkat at Christmas time anyway?

Mind you, I've never understood why some people treat Christmas as chocolate-time. It just doesn't do it for me!

Anonymous said...

I've always wondered what sort of oversensitive curtain-twitcher complains to advertising authorities - now I know thanks to Nina.

You should complain when you ARE offended, not when you feel society expects you to be.

Brockley Nick said...

The ad doesn't need to assume that all women are on a diet, it just assumes that all women like chocolate and all women are mindful of the calories they consume (sensible eating is not the same as dieting). Neither assumption could be offensive surely? Lame maybe, offensive no.

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