Sisterhood Blog

Israel's 'Most Sexist' Ads

By Elana Sztokman

  • Print
  • Share Share

Sex sells. This marketing approach has become so commonplace that it is not only used to sell cars, beer, and football, but also to sell seemingly innocuous items like yogurt, laundry detergent, toothpaste, potato chips and lawn mowers. It is even used to target female consumers, for products such as facial cleanser, diet soda, perfume, tampons, and salads at McDonald’s. The marketplace has become so immersed in sexed-up images of women that, apparently, many people do not even realize anymore how hurtful these ads can be to the female gender.

To remind people that using women as sex objects in order to sell products is hurtful and distorted, WIZO has launched a campaign for the second year in a row to highlight “Israel’s Most Sexist Commercials of the Year.” No, not “sexiest” but most “sexist.” Their criteria for “sexist” is frighteningly simple. Sexist ads are ones that chop up women’s bodies into parts or depict women’s bodies without the faces, that depict women’s bodies as edible replacements for food or meat, that offer women’s bodies as objects for sale or consumption, that reinforce stereotypes and stigmas about women, that infantilize women or portray women as stupid, that promote women as sexual servants, that encourage violence or sexual violence against women, and that legitimize rape.

This year, the top five Most Sexist Advertisements are Fairy dish liquid, AXE deodorant, Goldstar Beer, the morning-after contraceptive pill by Postinor and DO IT Kitchen’s print campaign. Last year the winner was an ad for Tami Bar water filters, which depicted a scantily clad Bar Rafaeli lying on the kitchen counter intended to be “drunk” by men.

WIZO, which will hold a mock award ceremony this week at the Tel Aviv Opera House in honor of International Women’s Day, encourages Israeli consumers to boycott these products.

“The goal of the campaign is twofold,” Sheana Shechterman, the director of the campaign against sexist advertisements and a political lobbyist for WIZO, told reporters this week. “Firstly, it is an issue of how these ads educate and influence society – they send out negative images that can be dangerous for women. And we also want to encourage people to be aware of such negativity and not buy a certain product if the commercial that promotes it is hurtful to you. There are so many choices in the supermarket; choose something else.”

Watch some of the ads that WIZO deemed ‘Most Sexist’:


Permalink | | Share | Email | Print | Filed under: Advertising, Marketing

The Jewish Daily Forward welcomes reader comments in order to promote thoughtful discussion on issues of importance to the Jewish community. In the interest of maintaining a civil forum, The Jewish Daily Forwardrequires that all commenters be appropriately respectful toward our writers, other commenters and the subjects of the articles. Vigorous debate and reasoned critique are welcome; name-calling and personal invective are not. While we generally do not seek to edit or actively moderate comments, our spam filter prevents most links and certain key words from being posted and The Jewish Daily Forward reserves the right to remove comments for any reason.




Find us on Facebook!
  • Israelis are taking up the #IceBucketChallenge — with hummus.
  • In WWI, Jews fought for Britain. So why were they treated as outsiders?
  • According to a new poll, 75% of Israeli Jews oppose intermarriage.
  • Will Lubavitcher Rabbi Moshe Wiener be the next Met Council CEO?
  • Angelina Jolie changed everything — but not just for the better:
  • Prime Suspect? Prime Minister.
  • Move over Dr. Ruth — there’s a (not-so) new sassy Jewish sex-therapist in town. Her name is Shirley Zussman — and just turned 100 years old.
  • From kosher wine to Ecstasy, presenting some of our best bootlegs:
  • Sara Kramer is not the first New Yorker to feel the alluring pull of the West Coast — but she might be the first heading there with Turkish Urfa pepper and za’atar in her suitcase.
  • About 1 in 40 American Jews will get pancreatic cancer (Ruth Bader Ginsberg is one of the few survivors).
  • At which grade level should classroom discussions include topics like the death of civilians kidnapping of young Israelis and sirens warning of incoming rockets?
  • Wanted: Met Council CEO.
  • “Look, on the one hand, I understand him,” says Rivka Ben-Pazi, a niece of Elchanan Hameiri, the boy that Henk Zanoli saved. “He had a family tragedy.” But on the other hand, she said, “I think he was wrong.” What do you think?
  • How about a side of Hitler with your spaghetti?
  • Why "Be fruitful and multiply" isn't as simple as it seems:
  • from-cache

Would you like to receive updates about new stories?




















We will not share your e-mail address or other personal information.

Already subscribed? Manage your subscription.