Feminism is a topic that the local media tends to steer clear of. And not only does the local media view the subject with hostility, many people in the Czech Republic do the same on their own. In the Czech Republic, feminism is often viewed with a negative connotation attached to it – classifying those who identify themselves as “feminist” outspoken with a poor hygiene. However, it is important to bring light to the gender issues that are prominent in Czech advertising, if the country is ever looking to rid gender discrimination and inequality.
Author True Jacqui highlights efforts from the magazine Cosmopolitan in ridding gender discrimination in Czech advertising and society. While the local media in the Czech Republic avoiding the discussion of feminism and gender equality, it is comforting to know that there are others out there looking to change this. The staff at Cosmopolitan in the Czech Republic is pushing the magazine’s limits in the interest of empowering women and bringing new, critical perspective on the transformation of Czech society. However, only half of the magazine’s content is Czech, while the other half is translated from English and, therefore, is without regard to specific needs and issues that Czech women face today. Importantly, Cosmopolitan has run several articles on what the European Union can do for you, as a woman and as a Czech citizen. Editorial columns in the magazine frequently remind readers that gender equality is a condition of the Czech Republic’s entry into Europe, and therefore, the government must pay attention to discrimination and violence against women.
The objectification of the female body is often a tactic used in advertising to draw attraction to a particular company, brand or product. Considering the country is still recently out of communism, some people view promiscuous advertisements of women as a success story – allowing women to express themselves and be proud of their sexuality. I, on the other hand, believe this tactic is flawed; in that, women should not feel the need to expose themselves in order to feel proud or even equal.
People in the Czech Republic have a tendency to keep their mouths shout when it comes to social or political uproar. This makes the process of ridding sexual degradation in advertising extremely difficult. With only a small portion of people announcing their disgust and complaining about a provocative ad, the odds are hardly ever in their favor. The Code of Advertising Practice is supposed to make sure that any and all who could potentially view an advertisement are being respected; however, their implementation of the code in raunchy and offensive ads seems to be flawed. It must be that advertising agencies in the Czech Republic have a lighter sense of humor toward inappropriate images or connotations, but many people in the Czech society are facing the repercussions of it.