CAMPAIGN DIARY: I’M ONLY A PUNTER BUT ..

Recently, you asked: should advertising be more sensitive to women (Campaign, 25 April)? Obviously not, if the thrust of recent stories are to be believed (a joke for the lads there). In fact, Campaign had already made up its mind when it ’boldly’ voted that sexist piece of trash advertising for Gossard as ’Pick of the Week’. What on earth makes you think this is bold when male opinion and behaviour appears to be based on the Loaded/GQ mentality? You are merely pandering to the consensus view. It is obviously hip to pretend ads of this ilk are inoffensive and funny - anyone who objects is accused of that age-old cliche: prudishness (this is on a par with women being accused of nagging when they ask a bloke to do something he can’t be bothered to do); ie, it is designed to insult and make us feel out of touch and thereby silence us.

Recently, you asked: should advertising be more sensitive to women

(Campaign, 25 April)? Obviously not, if the thrust of recent stories are

to be believed (a joke for the lads there). In fact, Campaign had

already made up its mind when it ’boldly’ voted that sexist piece of

trash advertising for Gossard as ’Pick of the Week’. What on earth makes

you think this is bold when male opinion and behaviour appears to be

based on the Loaded/GQ mentality? You are merely pandering to the

consensus view. It is obviously hip to pretend ads of this ilk are

inoffensive and funny - anyone who objects is accused of that age-old

cliche: prudishness (this is on a par with women being accused of

nagging when they ask a bloke to do something he can’t be bothered to

do); ie, it is designed to insult and make us feel out of touch and

thereby silence us.



It is interesting that you quote two leading male industry figures in

your article - probably because female ones are so rare. In the

aforementioned article, Sammy Harari is quoted as saying that women

should not be stereotyped or degraded - excuse me, wasn’t this the same

guy who depicted a woman on a lead for Harvey Nichols? And, he says, it

is important to have a sense of humour over the use of female images. Am

I the only one whose wit fails at the sight of women depicted as gagging

for it, getting their specs off and tits out for the lads, and being

treated like shit while their bloke gets his rocks off over a computer

game or a car? Gosh, I’m oh-so-glad I have Mark Roalfe fighting my

corner and making sure I’m not patronised - I mean, he did the Lil-lets

ad so he’s obviously a sensitive chap.



And, speaking of advertising gaffes, what about editorial ones? In that

same issue, Campaign Diary contained an item about the Tatton election.

When you have finished laughing at this hilarious piece, spare a thought

for the 21-year-old about to start her first job in an industry where it

has already been suggested she might be ’top totty’.



While those post-feminist ’laddish’ women roll in the aisles with their

new-found sense of humour, I give praise that I am prudish enough to

remember how hard-won their freedom to behave like this has been, and to

recognise how utterly sexist this industry is.



Send your rants (around 400 words, please) to Diary Editor, Campaign,

174 Hammersmith Road, London W6 7JP.



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