Research finds that in the world of Thai advertising, men are leaders and women should know their place

TV commercials are reinforcing sexist attitudes in the country by portraying only males as leaders, a study has revealed.

The study has looked into 70 advertisements that touch on gender roles, all of them broadcast in 2006 and 2007.

The advertised products range from face powder, condoms, deodorants and faucets, to life-insurance policies and banks.

Sexist attitudes

"These ads show sexist attitudes," said Chayanan Manokasem, the Mahidol University graduate student who conducted the study. "Males are portrayed as leaders, as the head of the family and as individuals of high social standing, while females' goals in life are restricted to marrying and having children, if we believe the ads."

He disclosed his findings yesterday at a seminar held by the Thai Health Promotion Foundation (ThaiHealth).

"Such portrayals are a form of sexual oppression," Chayanan added.

It's a man's world

Though some TV commercials show women could get good jobs, said Chayanan, they could not escape men's judgement.

"The ads usually suggest that beautiful, curvy and fair-skinned women are automatically successful."

Members of the "third sex" were treated even worse, he said.

"It's not unusual for ads to make jokes about them."

Wilasinee Phiphitkul, who heads an office under ThaiHealth that campaigns for open communication within society said mainstream media such as radio and TV had long promoted damaging and outdated sexual values.

"This is because mainstream media believe that promoting images that are not stereotypical could hurt their profits," she said.

Wilasinee hopes that new media such as online TV and video clips could be used to create more accurate and healthy perceptions of gender and sexuality.

Media Monitor director Panpimol Lotrakul, meanwhile, suggested that government agencies should try to ensure that advertisements don't exaggerate or distort the truth.