性感广告今后难登欧洲荧屏 欧盟议会出台新规定
文章来源: 张一眸 于
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家庭妇女形象不适合电视广告?
在欧洲的电视广告中,年轻的家庭妇女系着围裙洗衣服晾衣服,围着灶台团团转的形象并不少见。这一形象如今就要和荧屏挥手说再见了。欧盟议会新近出台一项规定,凡是赞扬暴力或者涉嫌性别歧视的广告都不得播出。
上周,欧盟议员们在布鲁塞尔以多数票通过这项规定。今后无论是在广告中还是市场推广过程中,带有性侮辱或者有损男女形象尊严的图片都将被禁止。或者简单地说,"如果涉及到两性平等的问题,传统的性别形象在用于广告时都需要重新考虑"。这一法规还同样适用于图书、音像、电子游戏以及互联网等多个领域。
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按照这项新规定,身穿性感黑色内衣的纳奥米·坎贝尔形象不能用于洗涤剂广告,而"全副武装"的家庭妇女形象也将不再适用于吸尘器广告,赤裸上身剪草坪的壮汉形象也要被禁。
广告将负担起"平权"的责任。根据新规定中所写,"一个负责的广告应该为人们正确理解并接受'身体形象'、'性别角色'等社会问题起到积极作用",广告应该成为"一种有效的媒介,帮助人们打消头脑中的固有偏见"。
"左翼联盟"成员瑞典议员斯文森在欧盟议会中要求采取更严格的措施管理广告业。她甚至提出禁止服装业在广告中使用过瘦的模特。但是这些建议被保守派议员们否决了。
广告业经营因为各种各样的条文规定而变得越来越难。之前不久欧盟议会刚刚规定汽车广告中必须有20%的内容是关于减少降低二氧化碳排量的内容
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