Diamond Car Insuranc [TV Advertisement]

...after suffering through months of Diamond and Shiela's Wheels adverts, which are in effect sexist, in the same manner that a lot of insurance companies were criticised in the 1980s for giving preferential rates to males because of the 'Woman Driver' stigma.

This sort of company that blatantly disregards the sexual equality act should be hauled through the legal fires and picked apart until they conform to the values that government ...
...it has always been keep an eye on the traditional offender while turning a blind eye to the traditionally victimised party ..... this sort of treatment is usually termed positive discrimination, and is technically illegal. The following quote is taken from the Sex Discrimination Act (1975)

"Direct sex discrimination:- This is where a woman (or man) is treated less favourably than a person of the opposite sex in comparable circumstances ... more

Now I will state at the outset that I feel I must write this review from a male point of view after suffering through months of Diamond and Shiela's Wheels adverts, which are in effect sexist, in the same manner that a lot of insurance companies were criticised in the 1980s for giving preferential rates to males because of the 'Woman Driver' stigma.

This sort of company that blatantly disregards the sexual equality act should be hauled through the legal fires and picked apart until they conform to the values that government has set out, but of course in matters like this it has always been keep an eye on the traditional offender while turning a blind eye to the traditionally victimised party ..... this sort of treatment is usually termed positive discrimination, and is technically illegal. The following quote is taken from the Sex Discrimination Act (1975)

"Direct sex discrimination:- This is where a woman (or man) is treated less favourably than a person of the opposite sex in comparable circumstances is, or would be, because of her (or his) sex.".

This clearly focuses on individuals and sections of society and shows that the use of statistics to pigoenhole an entire gender for this sort of purpose is certainly not in the bounds of the act, and with that, not far short of illegal.

That being said, the advert itself, full of smiley women chatting round the office (can anyone see the outdated stereotype here?) is convincing in its claims, although it insinuates unashamedly that ALL women are better drivers than ALL men, which in itself is a dangerous image to distribute. However, after a little internet research, I have found that a lot of people have discovered their claims to be false, facing the prospect of paying, in some cases, over double the rate their current insurers were offering.

10/10 for salesmanship
00/10 for backing their claims up

Had this advert been released using men with the claims they make, the same groups would reappear that did such a good job in the 80's of breaking down another sexist wall ...... but with the likely ban of the advert that followed, and the fact of their absense with these adverts in their current form being present only throws up the question of why barriers are being put up in the way of the male section of society, when they were so hard to tear down in the first place ...... it almost seems as though the extreme feminist section of society has gone to the extent of 'equality - but only as long as it benefits us' with these adverts.

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Just a quick sidenote:
I must admit I had expected this one to run with a somewhat helpful rating due to misunderstanding of my points in the review.

I must proffer my apologies and my thanks to all who rated and entered into conversation over this point, you have made writing reviews a lot more fun and informative by getting views from both sides of the fence across. 

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