Pat Law and Henry Adams on sexism in Singapore’s adland
Last week, we ran a story about an awards submission for the unsung heroes of Singapore’s ad industry that described a female executive as a “MILF” and a “visual treat” for creatives.
The copy for the nomination read in full: “Our resident yummy mummy/MILF who chases the blues and the suits away. Her model-like figure and act-cute abilities are always a visual treat for tired and stressed creatives.”
The response to the story was mixed. Some thought the nomination was ‘shameful’ to highlight physical traits rather than professional merit. Some thought Mumbrella was being sensationalist in its reporting. So we asked two female professionals for their perspective.
Do you feel that the Creative Circle example is symptomatic of wider sexism that exists in the ad industry in Singapore?
Do we put beautiful women with nice racks on print? Yes, we do. Do we put half-naked bodies of men with washboard abs on print? Yes, we do too. I think sexism works both ways and we are guilty of both.
If so, how prevalent do you think sexism is?
I honestly have not encountered sexism in the industry at all. Lucky me.
Can you recount any incidences of sexism that have affected you personally?
Fortunately, no. And if I may be honest, I don’t think the MILF comment was that big of a deal. Rude, yes, but it’s not the end of the world. I am, however, appalled by the description thereafter – “Her model-like figure and act-cute abilities are always a visual treat for tired and stressed creatives.” Who on earth is retarded enough to talk like that? Genuine question.
Henry Adams, founding partner, Contented
Do you feel that the ‘MILF’ Creative Circle nomination is symptomatic of wider sexism that exists in the ad industry in Singapore?
Yes and no. I don’t actually have an issue with Michelle being described as a ‘visual treat’. My art director in London was a 6’ former model of such breathtaking natural beauty that it was a genuine pleasure to look at her (and I say this as a heterosexual female). Her great beauty was one of her defining characteristics, along with great talent and a great personality and it would be foolish to pretend that it didn’t exist.
I do, though, have problems with the use of ‘MILF’. This, I think, is a crude term, invented by men, for men. Being called a MILF is categorically not the same thing as being called attractive or even ‘hot’, rather it’s a term men use to grade a woman’s sexual desirability and, therefore, reduce her to a sexual object. In this sense, it’s certainly symptomatic of sexism in actual advertising (see the examples tweeted to the Everyday Sexism Twitter account with depressing regularity).
However, within Singapore’s ad industry itself, sexism more often wears a different face: that of financial inequality.
How prevalent do you think sexism is and in what form does it come?
If you accept the broad definition of sexism as ‘prejudice, stereotyping, or discrimination, typically against women, on the basis of sex’, then in terms of pay, the Singapore ad industry is unquestionably sexist and sexism is unquestionably prevalent. I don’t know one single senior woman in the industry here, for example, who is paid as much as her male counterparts. This pay disparity is unfair, inequitable and something that needs to be addressed.
I have to say that I am with Pat on this. I do not see sexism as an issue in this industry in Singapore. I know many women who earn MORE than their counterparts at many levels in the businesses. I see a great many more women in the business in general. And who command significant roles. I see flexible working hours for working mums, nursing rooms in agencies, extended maternity leave, and some absolutely fantastic practitioners enjoying good careers. If I was to characterize the gender of the entire industry, I would say it is definitely more female friendly than any other I can think of. I think the MILF line was more a dumb choice of words that came from inarticulacy and poor taste than any genuine display of sexism.
ReplyUnlike Henry, and like Pat, I have not really encountered incidences of sexism in the industry. And to Henry’s last point – through all the jobs that I have held – I have never had to face a discrepancy in pay compared to my male counterparts. Case in point – pay in VML Qais is uncategorically equal between sexes, right up to the top 🙂
Tripti Lochan
ReplyCEO, VML Qais
use of the word retarded
i guess we’ll save that for another discussion…
ReplyCan i reference you all to Caitlin Moran…… would this comment be applied to a man? If not it is probably sexism.
Tripti you are a lucky woman …. i bet you have never been referred to as a MILF, note that there is no FILF acronym
ReplyMILF? Is Andy Greenaway a FILF? (well maybe…phwoaaarrr..etc… um no it does not happen overtly ladies does it?)
To reference the wonderful Caitlin Moran (remedial course in basic feminism for those too young the first time around) … would this happen to a man?
ReplyHey Henry you sexy lady, you forgot to mention racism, lah
ReplyQuite right Ron. Using language that openly disparages disabled people in order to make a point about sexist language may not be the most effective demonstration of one’s judgement.
ReplyPeople need to chill the %^$% out…weve become whiny little brats moaning about the smallest things on social media. It’s pretty clear that the MILF womans colleaguers were just trying to pay her a compliment…in their own awkward and hamfisted way….they didnt mean to do her any harm.
If we had you lot around a decade ago, would we ever have great song lyrics like
“that little faggots got his own jet airplane
Replythat little faggot is a millionaire”
Dillenials – I don’t think anyone has accused others of intentionally doing harm. Just asked them to engage their f%cking brains now and then.
ReplySo we got MILFs retards and faggots in one thread. This is better than a Farrelly brothers movie.
ReplyIf calling someone a MILF in this day and age is a travesty, then Prince Phillip needs to be strung up.
http://www.smh.com.au/world/blistb-prince-philip–the-best-of-20091027-aamu.html
ReplyHave your say