By Caitlin Connelly
Gender stereotyping and advertisements seem to go hand-in-hand. Despite the negative reactions these kinds of ads and products receive (remember when LEGO released their first ever girl-themed toys?) advertising agencies still resort to using lame stereotypes.
The latest culprit is a campaign called Science: It’s a Girl Thing. It was created by the European Commission in an attempt to attract more girls to the science career field.
The commercial in question, which has since been taken off the air, has more to do with lipstick, nail polish and high-heels than with science (you can see for yourself here). It features pretty young girls in mini-skirts and sunglasses, prancing around in front of bright pink and purple backdrops as a male lab technician watches from behind a microscope.
Instead of inspiring young girls and women to dedicate their life to science, the commercial has caused many of them to point out how ignorant, sexist and insulting it is.
Helene McLaughlin of wired.com says:
“This ad also perpetuates the prevalent mentality that we less-than-model-like women aren’t important enough to nudge towards science. I think if they wanted to get fashionable girls into hard science, they could have found some absolutely beautiful famous female women to show off their real science, skirts and high heels as needed. Throwing both into a pot and hoping it all comes together is bit like pouring milk into vinegar and watching it curdle.”
Ad agencies, take note: Not all girls are shoe-obsessed, boy-crazy, lovers of pink. We think this campaign (among others) could learn a lesson or two from this little girl.
What are your feelings on the commercial? Do you get offended by gender stereotypes?
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