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French channel's 'pro-woman' TV advert denounced as sexist

© Screengrab from the France 3 advertisement that was denounced by critics as sexist

Text by FRANCE 24

Latest update : 2015-10-08

French television station France 3 was forced to pull an advertisement lauding the channel's feminist credentials after it met with widespread criticism saying that the ad itself was sexist.

The 40-second spot on France 3, initially broadcast on 2 October, was designed to highlight the station's record on female employment, using the tagline: "Most of our hosts are hostesses."

But the advert decided to illustrate this point by showing that domestic chores go wrong without a woman around.

It featured a series of shots of a house in disarray: a meal overheating in the oven, a child's room left untidy, an iron left to burn a shirt.

"Where are all the women?", asks the soundtrack, of a popular French hit.

Viewers are then told that all this dereliction of supposedly female duties is due to the fact that "the women" are all working "at France 3".

The advertisement got a response from France's minister for women's rights, Pascale Boistard, who tweeted that "it did not seem like the best way to promote equal rights".

Delphine Ernotte, the head of the station's parent company, hastily ordered the advert to be yanked, but not before it had received many more criticisms on social media.

France 3 "wants to promote feminisation of its workplace and serves us a heap of cliches", wrote Balle de Sexisme, the Twitter account of a feminist blog.

(FRANCE 24 with AFP)

Date created : 2015-10-08

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