The use and abuse of the female body in advertising. A comparative analysis

Resumen

This study considers the issues arising from disputes on the use and exploitation of female body in advertising. The methodology adopted is a comparison between the Italian and the Spanish advertising SROs. The First chapter describes the relation between female body and advertising as a very tight one. Even though the representation of women in advertising has varied according to changes of society and its values, today women are still objectified in several ways. As the crucial point of this study surrounds the way in which disputes above the misuse of female body in ads are settled, the most important conclusion reached in the first chapter is that sexist ads disputes are mostly addressed by private advertising SROs. The Second chapter introduces a comparison between the Italian and Spanish SROs. Its purpose is both to highlight similarities and differences between the two systems and to underline their weaknesses and strengths. Although both SROs keep the positive features that are typical of informal systems, these regimes display critical aspects, especially concerning the lack of both autonomy and independence. The Third chapter offers a reflection over suggested improvement to the current structure of SROs. First, it underlines (once again) the fundamental values of impartiality and autonomy, which are necessary in order to represent all the parties involved in a conflict. Second, it points at the major (and more specific) gaps of SROs remedy system: issues related to the decision; issues related to the nature of the sanctions; issues related to the enforcement of the sanctions. The ultimate conclusion reached by this study is therefore the acknowledgement of a required improvement of the current structure of SROs.