France, Coordination of Anarchist Groupes - IAL #98 - Anti-patriarchy -- Publisexisme the vector of all oppressions (fr, pt)

Advertising is the vector of the ideology of the capitalist system, it carries the 
glorification of consumerism and mass culture. Its purpose is to sell and nothing other.1. 
---- Ubiquitous, it is sprawling, no place escapes him, no eye can not avoid it. Like it 
or not, advertising has a huge impact on consciousness: conscious or unconscious images 
and / or slogans2 integration. ---- To be effective, advertising is based on the existing 
normative social codes. It uses the domain of emotional, in which we are always you 
vulnerable to influence us and condition us to consume. The main advertising technique is 
to create a desire that sounds like a promise to find happiness if it is sated. This 
desire becomes a frustration deliberately created and maintained by advertising. 
Advertising is an illusion, it can fill any desire. This frustration may well see the 
touted product: compensation3 purchase.

Advertising uses clich?s of femininity as raw material, the representation of the female 
body can play on different essential springs: seduction, aesthetics and sexual desire to 
lead to frustration, creating a correlation between sexual desire and drive purchase.
The publisexisme4 is defined by all commercial images that exploit gender stereotypes 
(femininity and masculinity) and present heterosexuality as the only existing standard.
It supports an essentialist discourse that refers to women and men as uneven and unequal 
by nature, and heterosexuality as the only sentimental and sexual horizon. He participated 
in the binary construction of gender, the male and heterosexual domination and reinforces 
discrimination against trans, queers, dykes and intersex (TPGI). For sale, advertising 
emphasizes membership products for female or male universe as two partitioned and sealed 
worlds. All gender and gender norms are hammered every day in their minds.

Dictatorship appearance and seduction

The woman publicit?5 wants to give the example of the feminine woman he must desire to be 
desired and must possess. It is presented as the sole and mandatory model of "beauty" that 
is repeated endlessly. All women-advertising (with exceptions) are manufactured on the 
same criteria of appearance: they are beautiful, thin, young and hairless. This standard 
of "beauty", created entirely by advertising blows specific techniques taken 
photographically and constructions and digital retouching, is presented as accessible to 
all women, by the acquisition of technical and cosmetics . The body is presented as a 
malleable material that each zone must be tailored to achieve the ideal shape and can 
become what women want in terms of the pain it inflicts and the price it will be. 
Advertising beauty manufactures for sale and creates a real dictatorship of appearance in 
society.

The woman advertising should also be sensual and sexually desirable. In advertising images 
appears a whole range of artificial postures that reflect sexual availability (full or 
partial nudity, or languid disarticulated body and legs spread excessively sign waiting 
...) accompanied by related paraphernalia to female seduction ( lingerie, high heels, 
makeup, ...). The image used is seductive sexy woman advertising languid and passive 
values the active role of the man while making him understand that she expected. The woman 
advertising is directed to excite the viewer to fantasize and rices.
In "Western" societies, the image of non-white women-advertising is used as a reference to 
an "exotic sexual" racial prejudice directly from the colonial imagination today.6 still 
alive.

To transform the woman advertising "sex object", advertising uses the fragmented picture 
(close up on the buttocks, crotch, breasts, mouth, ...), modeled on codes and pornographic 
aesthetic. The effect produced by this representation of women-faceless advertising is a 
form of dehumanization compared to interchangeable things. And isolated parts of the body 
become both products to transform and desire.
A characteristic of publisexisme is to provide eyes you always women exhibited as 
advertising goods to consume and possess. Far from being liberating for women who are 
considered desirable as objects, advertising eroticism is indeed a patriarchal eroticism.
The advertising man, he is the manly man that he should want to be able to possess the 
woman advertising. It is a sovereign powerful, strong and domineering man, and master of 
himself first. Publicity men embody foremost "social success" par excellence and which 
must identify.

Deceivers is to them that offer women-advertising. Reduced to their supposed sexual 
desires, they can consume as seem good to them.

Can be found at the margin, the advertising man used as an object of desire, but it is 
rare that the male body is transformed into something or fragmented as is women. As a 
man-object, it keeps all his manly features.

Advertising also contributes to confine men in a restrictive pattern. It shows that there 
are many models of masculinity and they go through the ability to conquer and possess 
women, and the affirmation of an instinctual sexuality with men advertising would not be 
responsible because they are women- advertising that trigger their male desire.
Faced with the growing amount of amazing commercials, advertising uses arguments 
increasingly disturbing to stop and snap eyes, even to allude to forced sex. In these 
advertising images, consent or not consent for women is at no time considered. Presenting 
women dominated sexy and seductive dominant men, they diffuse the prejudice that the 
erotic relationship between a man and a woman would "naturally" based on domination.
Roles and strengthened social behavior
Advertising images are not neutral and innocuous, they take a wrong speech that would mean 
to be a man and a woman, who is to play two distinct and hierarchical roles.
Advertising, like most productions of mass culture, describes the majority of heterosexual 
desires and feelings. When depicts characters of different sexual orientations, it is 
often to include a disturbance benchmarks. She keeps repeating that a man must be 
masculine and desire women and that women are "made to" be desired by them. 
Heterosexuality is presented as the only legitimate sexuality, and justifies in advance 
ideologically discrimination against LGBT (lesbians, gays, bis and / or trans).
The couple publicity is the result of seduction, the symbol of love and the promise of a 
family. It is presented as a fragile union whose life depend on consumption: maintenance 
of desire with a lot of products of all kinds.

Family-advertising contributes to overvalue a unique model of privacy: heterosexual couple 
with children in a "nice" house. She is shown as a group in which each plays a role ? e 
defined by stereotypes: the woman advertising is necessarily mother and housewife, she is 
the manager of the domestic life and family (cleaning, preparation of meals , care for 
children, all maintenance of the house and family tasks are the domain of women). 
Man-advertising, often absent, is the guarantor of the financial aspect.
Historically advertisements for appliances are almost always based on sexist arguments. 
Technology and technical progress are as the instrument of women's liberation and true 
allies to "lighten" the work vests for women without calling into question the traditional 
roles in domestic work.

Advertising has integrated the work of women and is being regularly combine their 
domestic, professional and educational expenses. Double day performed by mothers who work 
outside the home and is presented in the commercials, as normal and desirable: it is 
equivalent to "full life moms."

Economic, racist, homophobic and transphobic discrimination lesbophobic
Anyone who departs from this social norm is no consideration, they are immediately 
excluded from representation systems and made completely invisible except in specific 
situations either to support a speech or message either as target particular commercial. 
Thus, if the image of people at risk of poverty, non-white or non-heterosexual is used, it 
is only to make a non-compliance with the imposed model.
Since the implementation of the law "Pleven" 1972 colonial racist stereotypes such as "Are 
good banania" disappeared advertising space mass media, racist representations used today 
are somewhat more "subtle".

Similarly, in contemporary Western advertising, homophobic stereotypes of "pedal" 
lesbophobic the "masculine lesbian who hates men" and transphobic the "figure of the 
monster", used until the 90s tend to disappear. LGBT people, particularly gay, become a 
commercial target. Lesbianism is transformed into erotic show, in accordance with 
voyeuristic male fantasy consisting watching two women make love. Another shot, the image 
of the androgyne is regularly used to introduce disorder seduction and assume bisexuality.

Consequences of publisexisme in society

"Advertising sells much more than only products. It sells values, images, concepts of 
love, sexuality, romance, success and above normal. Advertising tells us what we are and 
what we should be." Jean Kilbourne

In addition to growing consumerism, advertising imposes normative models that affect the 
definition of identity, the relationship with her body and the bodies of others, emotional 
and sexual relationships.

Comply with standards and stereotypical beauty becomes unreachable for a large part of the 
population a sine qua non of a "normal" existence involving various alienating yet allowed 
and encouraged self-mutilation to meet the physical complex generated: diets repetition, 
ingestion of pills and slimming products, hyaluronic acid injections, prolonged exposure 
to radiation and UV lasers, cosmetic surgery, ... the majority of these practices can have 
devastating health consequences exhibitions.

The cult of beauty has another effect to induce rejection of people who do not conform 
with the aesthetic effect and especially overweight people (grossophobie).
The accumulation of representations of women in advertising, sex or abused objects 
reinforce the idea that the female body is available and may be appropriate for all those 
who want it. Publisexisme legitimate violence and rape women.

Presenting itself as a school of contempt of others, taking up all the essentialist 
ideology assumed natural inequality between men / women, imposing a single model love, sex 
and family based on male domination, wearing maternity as the supreme culmination of 
femininity, relegating women to a free domestic work and child rearing, the publisexisme 
is one of the most direct vectors and violent patriarchy and oppression antif?minisme7 and 
causes people refusing this standard or that do not match.

Actions / resistances and struggles

Since the 60s, many intellectuals and activists groups, environmentalist, feminist, 
anti-racist and anti-capitalists have responded to advertising attacks. On the issue of 
publisexisme, can be found today including several feminist collective, eg, The Pack, 
Mix-Cit? or the Collective against the publisexisme.

Whether legalistic or radical, multiple forms of actions and antipublicitaires 
antipublisexistes exist: denunciation, criticism, proposed a vote antisexiste8 law 
seafloor massive complaint JDP (Jury advertising standards) for the removal of advertising 
campaigns , calls for boycott of products or brands, advertisers and advertising 
inquiries, seats occupations advertising agencies, mobilizations against trade events, 
diversion and / or destruction of advertisements or advertising materials, ...
Beyond the advertising system, it is necessary to wear a global discourse against all 
forms of domination and join in the struggle against all forms of oppression to hope to 
abolish all sociales9 inequalities.


Celine Another Future Group, Montpellier


1. TF1 sells "available human brain time"http://www.acrimed.org/article1690.html
2. Role of the humanities in the development of the advertising system 
http://offensive.samizdat.net/spip.php?article124
3. Dossier of Le Monde Diplomatique "The advertising octopus" 
http://sd-1.archive-host.com/membres/up/176500305363848344/dossierLapieuvrepublicitaire.pdf
4. "Against sexist advertising" Sophie Pietrucci Chris Vientiane Aude Vincent ?ditions the 
Breakaway
5. Term used to mean that one is in front of a representation in any way any reality or 
presentation of reality.
6. Intervention Yann Le Bihan, author of "Black Women in images. Racism and sexism in the 
current French press " http://www.dailymotion.com/video/xhwy1u_yann-le-bihan_news
7. Feminists to free disposal of their bodies by women and sexual liberation claims are 
processed and ridiculed by mass culture, such as: "Bolero supports women in their struggle 
... against drafts. "
8. Early 80s, proposed adoption of a gender law by feminist groups (including Select 
League of Women's Right), presentation of the bill antisexist in 1983 by Yvette Roudy, 
Minister of Women's Rights.
9. http://www.cga.org/content/la-lutte-antipatriarcale

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