Advertising Standards to get tough on gender stereotypes
英国: 严格广告审查标准
杜绝广告性别偏见
There should be stronger regulation of advertisements which show men failing at simple household tasks and women left to clean up, says the body that oversees UK advertising.
The Advertising Standards Authority has reviewed its approach to ads that feature stereotypical gender roles.
近日，英国广告业审查委员会重新制订并发布了一项严格的规定，禁止广告中出现性别偏见的观点及暗示，比如，广告中出现的男性连最基本的家务都不会做，而女性留在家里做清洁工作。
It concluded that ads that mock people for not conforming to gender types or reinforce gender roles had "costs for individuals, the economy and society".
其中包括了广告中嘲讽人们不遵从性别角色，强化人们的性别观念。委员会认为这些广告会给个人，社会已及经济带来负面影响。
The Advertising Standards Authority (ASA) said it had decided to conduct a review following the public's reaction to the "beach body ready" advertising campaign in 2015 which prompted a wave of complaints for showing a bikini clad model in an advertisement for a slimming product, which critics said was socially irresponsible.
委员会（ASA）决定针对2015年的" 塑就沙滩身材" 广告事件做一个回顾与反思。一则塑身产品广告中，出现了一个身着比基尼的泥塑模特，问观众:" 你为去海滩做好身材准备了吗？"，引起了强烈的社会反响，观众认为这则广告是对人们不负责任的诱导。
In the past the ASA has banned ads on grounds of objectification, inappropriate sexualisation,and for suggesting it is desirable for young women to be unhealthily thin.
以前ASA禁止过不恰当的具体化的关于性别强调的广告，比如强调不健康的纤瘦是女性的渴望。
But in several instances the regulator had received complaints about ads that featured sexist stereotypes or mocked people who didn't follow traditional roles, which it had not investigated or ruled against, because they were not in breach of the current guidelines.
近期委员会收到了几起投诉，关于广告中植入的性别偏见观念，嘲笑人们不遵从传统性别角色。因为这些类型的广告不属于以前制定的管理标准中被禁止的类别，所以没有被调查与管制。
One example was an advert for Aptamil baby milk formula which showed girls growing up to be ballerinas and boys becoming engineers. Complaints had also been made about adverts for GAP which showed a boy becoming an academic, and a girl becoming a "social butterfly".
其中一个例子就是Aptamil 婴儿处方奶粉的广告，画面中女孩子长大了成了芭蕾舞者，男孩子长大了成了工程师。还有一个被投诉的GAP广告，其中男生成了大学教授，女生成了社交名媛。
An advertisement for KFC featured one man teasing another, who said he suffered from anxiety, over his lack of masculinity.
一则KFC广告中，一个男人嘲笑另一个，说，他因为自己缺乏阳刚气而苦恼。
The review suggested that new standards should consider whether the stereotypes shown would "reinforce assumptions that adversely limit how people see themselves and how others see them."
ASA的调查建议新的审查标准应该考虑广告中的性别偏见，"是否强调了一种人们应该怎样看待自己，以及别人会怎么看你的调论。"
"Portrayals which reinforce outdated and stereotypical views on gender roles in society can play their part in driving unfair outcomes for people," said chief executive of the ASA, Guy Parker.
"过分强调性别的固化角色，会在一定程度上导致性别不平等。"ASA的首席执行官盖派克说。
"While advertising is only one of many factors that contribute to unequal gender outcomes, tougher advertising standards can play an important role in tackling inequalities and improving outcomes for individuals, the economy and society as a whole."
"虽然广告只是导致社会性别不平等的多种因素之一，但是严格广告管理，却可以在消除性别固化观念上起到重要作用，从而改善社会，经济以及个人的生活状况。"
