15 February 2003

Advertising Standards Authority
P O Box 41555
CRAIGHALL 2024

Dear Sir or Madam

Complaint regarding Red Heart Rum Radio Commercial
Heard on Good Hope FM several times in last few weeks

I refer to the above. I would like to lodge a complaint against the brewers of Red Heart Rum and the advertising company which conceptualised their current radio advertisement on the grounds that its content is steeped in dangerous sexual and gender stereotypes which hinder the realisation of women's advancement in South Africa.

The content of the advertisement is as follows: a group of men in a bar express their dissatisfaction in being forced into 'new manhood' (portrayed as taking part in menial domestic duties) by women who are sending out conflicting messages as they would rather their men took the form of 'hunters.' (At one point I believe they even roar together in a rather unbecoming manner). Then the waitress arrives. Suddenly the 'hunters' become demure and thank her for being so kind and for 'taking such good care of [them].'

I find the content offensive for several reasons. Firstly, setting the action in a male dominated, male controlled environment enhances an interpretation that women-bashing is taking place. It is these very environs where misogynistic attitudes flourish. The opinions cited in such places should be counteracted in a progressive way, not allowed to stand unchallenged lest they be mistaken for fact. The absence of women, other than as a nurturing stereotype, allows the male voices to define and determine women and their opinions, wants and desires. The depiction of women's alleged duplicity and conflicting desires, claiming to want an enlightened man in the kitchen but a 'hunter' in the bedroom, allows for the genuine complaints of women to be marginalised as fallacious and simply what 'she' says in public. This re-establishes man as definer and controller of feminine sexuality and gender discourse. Finally, the 'caring' waitress follows the socialising stereotype, which many feminists and women's empowerment supporters say, goes to the very heart of female subordination. Women in supportive nurturing roles, roles which attract less prestige, certainly less pay and less attention to their voices. Indeed, the comments from the men to the waitress directly reflect Catherine McKinnon's complaint of Carol Gilligan's 'ethic of care' that women cultivate their nurturing sides because it is what men, not necessarily women, value most.

I urge you to consider the content of the advertisement and take cognisance of my views. If you require any further information please do not hesitate to contact me.

I thank you for your assistance and look forward to hearing from you.

Yours sincerely

Helen Fernand