Role Reversal Test for Advertising

By Brenda A. Caggiano,

Frequently I encounter advertisements that are offensive, disturbing, or uncomfortable for me to look at. In trying to identify why this feeling occurs I thought that one approach might be to use the test of Role Reversal-substituting one sex for the other-and see if it made a difference. This method has been successful elsewhere; switching roles often creates new insight into concepts accepted by society. The Role Reversal test might tell something about the ads, and why one would have that "wrong" feeling.

Twelve magazines have served as my sources. It is not my intention to evaluate the magazines but to evaluate this method. They are general magazines, that is, aimed toward both male and female readers. My purpose was to discover whether the Role Reversal test would give a criterion for evaluating ads-whether they are discriminatory against either sex. My reasoning was:

1) If an ad is not reversible, it is sexist, and should be replaced.

2) If it is reversible, then it should sometimes be found reversed.

3) If it is reversible, but not found to be reversed, it could be considered sexist.

If the Role Reversal test works, the advantages of it would be:

1) It is easy to apply to ads seen in magazines, newspapers or cartoon form.

2) It provides an objective test.

3) It can be used by a single individual.

4) It has the criterion necessary for making an inclusive, scholarly survey.

Applying the Role Reversal test takes four steps. In each there is a definition and/or example of what to look for when using the method.

1) Eliminate the ads without people, such as landscapes, nature scenes, designs, or just the product.

2) Eliminate "bona fide" ads. Advertising exclusively for one sex-without having an equivalent product for the opposite sex-includes tampons, maternity clothes, etc. for women, and jock straps for men.

3) Record the reversible ads. These are ads in which one sex can be easily substituted with the opposite sex in the same pose, or have an equivalent product for the opposite sex. Because hair care products, lotions, razors, colognes, and over-thecounter drugs/vitamins are used by both sexes, some one-sex advertising is reversible. With underwear, the model and the garment(s) could be reversed to the opposite sex using the appropriate garment(s). If the model is shown in a pose that the opposite sex would not be shown in, the ad is not reversible.

4) Record the unreversible ads. In this case, reversing the role would be impossible and doing so would make the ad appear ludicrous, become laughable, and lose the point of the ad. If the ad's original meaning is lost, the ad is sexist.

After obtaining the results, focus is directed toward the unreversible ads. They illustrate that had the roles been reversed and printed, they would be laughed at or be incomprehensible, and considered a joke, spoof or satire-clearly not a taotic in advertising and merchandising. The Role Reversal supplied a good test for picking out the sexist ads. One in particular appeared in an issue of Fortune magazine, sponsored by Toshiba of Tokyo. The company's ultrasound technology ad exhibited a woman from the lower abdomen to the top of the nose, with her back arched, arms up, mouth open, and body nude. The Role Reversal test allows the observer to understand why such an ad is sexist and helps to explain the "wrong" feeling experienced with the ad. It is ludicrous even to imagine a man in the same pose for the same ad; it would not make sense, and it

would never sell the product. How would a man feel if he was portrayed in a sexually offensive position without any clothes? Embarrassed, naturally. It is no wonder, then, that a woman would be made uncomfortable with the Toshiba blatancy when it treats her as a sex object, focusing on her body.

The findings could be carried one step further. If the examination of reversible ads is) extended, one could determine if they are in fact reversed, for these ads make up the majority. The media, if it equally represents women and men, should have reversals of these ads. A fairly large sample is needed to test this; if it leads to the conclusion that an ad is reversible but never reversed, that ad is sexist. A few methods evaluating the magazines' opportunities to reverse the reversibles are suggested: study one magazine with a good number of ads; or survey any one magazine for a year.

In conclusion, use of the Role Reversal test has proven successful in judging sexism, and discrimination, in advertisements. The method enables persons to see why sexist ads generate the feelings they do. It is basic, and can be applied to the picture of any ad one comes across. But the picture is not the whole part. The message, or some other aspect, may be the criterion for another type of survey. For example, in Reader's Digest an advertisement for Black Velvet whisky not only featured a blonde-haired woman in a low-cut black velvet dress, bent over, but added in two-inch letters, "Feel the Velvet." Sexist? Yes, it is just as hard imagining a man here as in the Toshiba ad. Promoting a campaign with a blonde male in black velvet bent over would result in disbelief, not sales. Role Reversal is one way to deal with sexist, unreversible, and reversible ads.

Application of the test doesn't stop at general magazines. It could be used to examine cartoons

(both as "comics" and ads), newspapers and supplements, advertisement flyers, and non-general magazines (those specifically for men, or specifically for women). The test gives the initiative for men and women, if they are offended by an ad, to write and ask the advertiser or magazine to reverse the ad, or to replace it with one that can be reversed.

Role reversing is an important concept and need not be limited to advertisements. I recommend that it be considered in other forms of media: television, newspapers, theatre, films, etc. (they are a major influence on society); by product manufacturers in designing product packaging; by advertising agencies in submitting ad material; by promotions and public relations directors in highlighting persons and events; and by employers in hiring and evaluating potential workers; and that all of the above do so tastefully and respectfully in accordance with each one's function. This test on Role. Reversal proves it is a valuable method. But more conclusions could be drawn if the test were used on more magazines, which is one proposal. Suggested steps that warrant further study might be:

1) a complete monitoring of magazines—general, male-oriented, female-oriented, professional, mechanical, sports/recreational, academic-using the Role Reversal criterion on judging ads as discriminatory or not;

2) writing to advertisers, complaining of particular ads, asking for their reversal, or for others that are reversible;

3) monitoring cartoons in newspapers, magazines, etc., and if they seem offensive, writing to the medium or cartoonist for their "reversal;"

4) encouragement of role reversal in media other than newspapers/magazines in order to increase awareness of the existing sexism and stereotyping, and decrease its frequency.

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