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A stock photo of a distracted boyfriend turning away from his annoyed girlfriend to watch another woman turn into an extremely popular meme – and the Swedish advertising court found the sexist meme.
The brand, whose official title is "Dishonest man walking with his girlfriend and looking at another attractive girl" by photographer Antonio Guillem, was one of the most shared memes in 2017. She quickly became the one of the favorite memes of the Internet. people using the distracting images of their boyfriend to comment on everything and anything. It was so ubiquitous that it was even named the same year by the Know Your Meme website and was turned into a Halloween costume. Now, however, he has been deemed sexist and objectifying by the Swedish advertising mediator, who is part of the self-regulatory industry.
The advertisements were sent to advertising after the internet service provider Bahnhof used the image in the recruitment advertisements posted on Facebook. Their taking on the same labeled the boyfriend as "You", the girlfriend as "your current workplace" and the second woman as "Bahnhof". according to The GuardianAfter the publication of the announcement in April, she garnered nearly 1,000 comments, many of whom have criticized her as sexist. The mediator agreed and the ads were found to be discriminatory by sex, said the local.
"Advertising objectifies women," said the ombudsman, RO. "It presents women as interchangeable objects and suggests that only their appearance is interesting … It also shows the degrading gender roles of men and women and gives the impression that men can change female partners as they change their lives." 'employment".
The ombudsman, who can criticize the advertisements but can not impose sanctions, said that this image objectified the two women by presenting them as workplaces, but as an individual. advertising, which consists of recruiting salespeople, operating engineers and a website designer ".
For his part, Mr. Banhof disagreed, saying that this was only part of the "meme culture" and that if the company were to be punished for something, "it should be to use a tired old meme ".
