After a review of the portrayal, internationally and in Australia, of women in advertising and of how Australian TV families compare with real ones, the effectiveness of self-regulation is questioned. Arguments and studies which show that less stereotyped and less insulting advertising to women is good marketing are examined: fair treatment is an intelligent marketing decision. The effects of new technologies on current advertisements which exploit women is sketched. Overseas anti-sexist advertising laws are examined. But logic, marketing sense and lobbying do not go far: most advertisers' women are still phonies.
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