It’s time to put an end to Singapore’s sexist and cringeworthy ads
Following the news of the UK's ban on sexist advertisements, women's network SheSays Singapore leader Meera Jane Navaratnam argues that it is time for the country's industry to address its own failings
The United Kingdom’s Advertising Standards Authority recently passed a number of new rules barring sexist stereotypes from appearing in campaigns. Although some have criticised the watchdog’s decision as being too politically correct, I would simply argue it is a (long-overdue) recognition of the changing face of Britain’s consumers: non-heteronormative, multicultural and striving for increased gender equality.
Now then, Singapore: perhaps it’s time for some similar soul-searching. As a Singaporean, I fail to understand why the advertising that permeates this country fails to address the changing needs and beliefs of the local audience. Let’s take a look at just a few examples to see just how truly relevant these are:
Skin-whitening products: Yes, this is still a thing. While approximately 25.7 per cent of Singapore’s resident population might be considered to be ‘dark skinned’ based on ethnicity, women still have to deal with advertising promoting the unattractiveness of darker colouring compared to fairer skin.
Gender stereotyping: Radio advertising remain very much a culprit of gender stereotyping advertising. We’ve heard the same stories countless times: women taking on the role of whining wife or girlfriend, begging the husband or ‘darling’ to take her shopping. I’m pretty sure most women in Singapore have the means to and would much rather buy their own stuff.
Morality: Ad campaigns still speak to the traditional family unit and traditional family values. The recent Pink Dot Cathay ad saga speaks volumes about this.
Plain and simple sexism: I’m just going to leave you with this ad that does neither women nor men any favours:
This era of new technology has allowed me to sidestep a lot of traditional news outlets, advertising and media channels these days. Over the past few years, I’ve been disappointed by the state of radio advertising. You just cringe at some of the ads that have run on cinema screens, television and now lately on YouTube
But yet, what are the agencies, the brands and even the Advertising Standards Authority of Singapore doing about it? Are they ensuring inclusivity and diversity in their campaigns? Alas it would seem not: the brief and the client’s existing perceptions on Singapore’s community sadly still dominate our billboards and our screens.
Yet this is the truth:
Change is constant
Our audience is constantly changing and the ‘traditional Asian/ Singaporean/ South East Asian’ consumer does not exist. In Singapore alone, you’ll be meeting a diverse set of buyers who are seemingly becoming more liberal, more outspoken, more dedicated to supporting businesses and brands that speak their language, and believe in their causes. They want to be engaged with intelligently; they’re a multi-cultural group of people who shouldn’t be segmented traditionally. Clients and agencies should be tracking the needs of their consumers and using the analytics that exist to show their changing buying or engagement habits.
Purchasing habits are no longer based on patriarchal hierarchy
The ‘She-Economy’ is alive and well in Singapore and our region. Women are controlling an increasing amount of household purchasing decisions, driving e-commerce in South East Asia. Brands have reaped the benefits of engaging with this community in a language we understand. Since 2016, we’ve started to see an increasing number of campaigns from Asia and the globe, that brought to life, real issues that resonate with many women – SK-II, P&G, United Colours of Bennetton – just to name but a few. But in Singapore or South East Asia – where are those campaigns? So far the only one that has truly spoken to me is this powerful video by NTUC Income.
Traditional family values
These values have changed and today’s new generation – I do not like using the term millennial – has changed. We live in a city with a declining birth rate, a growing number of mixed-raced relationships, marriages happening later in life and an increasing number of Singaporeans wanting to find their own independence and their very definition of self.
When the creative agency is responding to a brief, they need to think about those who may make a purchase. We all have to work harder to stay relevant – to recognise that our readers, viewers and be aware that the traditional Singaporean consumer is changing. We have to work harder to make our narrative, stories and the content we are developing inclusive. Otherwise, they will be simply just irrelevant. And who wants that?
Meera Jane Navaratnam is the co-leader of creative women’s network SheSays Singapore and works as a consultant in the digital industry
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ReplyAdvertising is usually a reflection of the society that it’s published in and whilst I agree that the suggestions in this article are required for a progressive and equal Singapore, I personally don’t think Singapore is quite there yet, but they are warming up to it.
In a place where the government keeps a watchful eye on almost everything, change needs to start with the government and their desire to not stray from the conservative and conventional. This has had a trickle-down effect on local marketers and clients, agencies, and state-owned and state-affiliated media. They just go for the safest, inoffensive, run-of-the-mill idea that will communicate with the lowest common denominator. This article is essentially asking for these same groups to have balls when making decisions about communication that challenge the status quo.
That said, I feel this article is rather biased from the viewpoint of someone within the industry. As advertisers we need to be open to the differing viewpoints of our audience (especially at a time where we get our news filtered to us), as it’s part of our jobs to actually understand them. Whilst our industry workplaces are commonly progressive and accepting environments, outside of our industry you’ll find that many viewpoints (some of which are the loudest) are quite the opposite and rather conservative. The Pink Dot storm in a teacup is a great example of that.
The suggestions and viewpoints in this article seem to fit well in places like Europe, the US, UK, Australia, etc, but one feels that Singapore isn’t yet a mature enough market for kind of approach. Welcome any thoughts that agree or oppose.
ReplyI agree that Singapore is conservative, which steers the advertising climate, however I don’t agree that advertising is a reflection of society.
Singapore has a very rich ethnic mix, yet we keep seeing the same Pan-Asian faces over and over again. What we get is a stylized, sanitized and homogenized representation of society. I have worked in several markets and it is the same everywhere.
Roughly 1 in 25 people worldwide identify as LGBTQ, so even in countries where homosexuality is legal advertising should reflect that. It doesn’t. Advertisers rarely reflect the true diversity of society. Which is sad.
ReplyWell said & thank you! I think to say that the government controls things and that this is only issues that Western countries can tackle is weak. It’s time for us to talk to a bigger segment of our society.
ReplyFrom one coloured woman to another – NAILED IT! Preach! It’s time for agencies to be more aware of whom they’re speaking to!
ReplyAgree with many points but please can the self-proclaimed warrior liberal / progressives stop bashing “traditional family units”. Happy families are a blessing, a strength and a source of stability, love and societal values.
Families and family values are not the enemy of individual choice or lifestyle or state of being. I’m tired of this nonsense and passive-agressive prejudice. Being against racism, sexism, homophobia and prejudice does not mean being against “model families”, yes they do exist… it’s a mum & a dad and a couple of kids. They aspire to stick together, raise and support the children until they are young adults. The children have a sense of duty to card for their siblings, parents, family abd wider society and environment. There is no shame in aspiring this natural model of care and love.
Heterosexual family units are the core of society, stop trying to undermine that. Really. Just grow up and get a sense of perspective. There is room for love and tolerance of differences, quit the whacko view and narrow agenda. You risk driving out the moderates and forcing a polarisation of opinion which is unnecessary, divisise and potentially dangerous.
ReplyIt never ceases to amaze me how much hate spews from mouths of people like you “Yes but…” who claim to be standing for ‘traditional family units’ knowing full well you are forcing your uneducated and biased values on others. Your hate is what creates the polarisation that you talk of. The values that you refer to are neither representative of Singapore, and are way out of touch with reality. But do you know what? I forgive you. God forgives you.
ReplyI read Yes But’s post. He/She is calling for TOLERANCE. Read the post and quit ranting.
He or she writes: “Being against racism, sexism, homophobia and prejudice does not mean being against… (families)…There is room for love and tolerance of differences..” etc. etc.
Also you don’t seem to see the irony of preaching about hate, “forcing biased and uneducated views… way out of touch with reality..” etc. then signing off with a passive agressive “I forgive you. God forgives you”. Really?! lol
Just relax and quit projecting
Reply‘Yes but…’ was not calling for tolerance. Initially yes, but then they ruined that by stating anything that goes against the traditional family unit is unacceptable. Read this again:
“Heterosexual family units are the core of society, stop trying to undermine that. Really. Just grow up and get a sense of perspective. There is room for love and tolerance of differences, quit the whacko view and narrow agenda.”
Who is ranting now?
ReplyI don’t completely agree with the writer’s perspective on the fact that Singapore’s advertising is behind. Mentos? Courts? They’ve done it and well.
ReplyHowever, what I do agree with is the fact that we need to agree that the traditional consumer has changed, we’re looking for brand which speak to our personal beliefs and they want interesting content that is aware of them as a buyer.
“Whacko view”? Please, this is about being open to diversity – not sidelining the “existent”. Traditional families – no one cares. I just want content that speaks to me.
No-one is ‘bashing’ anything, the article is asking for smarter, more inclusive advertising.
Replyalso known as homogenous crap.
ReplyI would add Scoot’s launch spot with Tiger to this list as well. Airline staff members are not there for customers to swoon over. https://www.youtube.com/watch?v=b1X9Iaz-rjM
Replylets call out sia for hiring sexy young girls as attendants too….only fat, unattractive ones from now on please.
ReplyJust throwing this out there, but there’s something to be said about budgets as well, no? I know not having enough budget doesn’t absolve a company from delivering a responsible message, but the SAFRA ad is far from Cannes-worthy, so one would assume the limited resources, would have some correlation to the end result? (I’m not saying that more money is always better either!)
ReplyBudget has nothing to do with it.
You said it yourself: not having enough money does not absolve a company from delivering a responsible message.
It all comes down to the choices you make. In the strategy, creative and execution.
ReplyWow clearly you do not understand our Singapore clients.
All they want is THEIR ideas executed, in the cheapest and fastest way possible.
ReplyBudget still has nothing to do with taste. If clients have an unsociable agenda a big budget will only make it worse.
Sure, fast and cheap leads to bad advertising, but it doesn’t have to lead to offensive advertising.
And if you accept that, your agency is complicit. There is plenty of good business in singapore with having to resort to that.
Replywhat’s “an unsociable agenda”?
ReplyHave your say