Lads' mags and cheap lager: the Fosters ad belongs in the 90s

The ADgenda: This week's most offensive ad.

You'd think by now that tired old sexist stereotypes would have died a well overdue death. After all, no one benefitted from them - the well worn route of wife/girlfriend as ball and chain was offensive to women and patronising to any self-respecting male with a modicum of intelligence. In the 90s (the era of lads' mags and cheap lager) the marketing ideal seemed to be geared towards some sort of loveless existence where the very sight of your other half had you reaching for the cyanide. Women were inadequate versions of men, and the only appropriate response was to mock or have sex with them. But apparently this neanderthal view still has life in it if the new Fosters ad is anything to go by.

There are some ads that make you wish you could erase the memory from your brain the moment you've finished watching. This one falls squarely into that category as a whiney girlfriend rings the Fosters lad helpline to complain that her boyfriend never listens to her, bang on cue the "lads" give her some vague platitudes and leave her to gripe on the other side of the telephone as they continue with the important task of chugging down can after can of the brown watery stuff - necessary because this lager is so weak it would take a gallon and multiple trips to the bathroom before you started to feel even mildly woozy. She is satisfied with this diluted advice, because she is a silly woman, and ends the  call sighing something along the lines of: "I wish my boyfriend was as good a listener as you boys". Bam, fooled her, stupid women!

In the world this ad has created no one is a winner. Woman is stupid and neglected, man is bored and boorish. And both will sit at the dinner table dissatisfied and frustrated - in ad world, the battle of the sexes is raging.

Good call! Photograph: Getty Images
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How will British science survive Brexit?

What the future of science and tech looks like in the UK, without the European Union.

Science and tech are two industries most likely to be affected by Brexit. British science and tech companies were overwhelmingly in favour of remaining. A Brexit survey run in March by Nature found that of the 907 UK researchers who were polled, around 83 per cent believed the UK should remain in the EU.

UK scientists receive close to £1bn annually for research from the EU – a testament to the quality and influence of the work done on British soil. Between 2007 and 2013, the UK sector supported EU projects by spending €5.4bn, and was rewarded in return with funds of around €8.8bn; it’s a give and take relationship that has seen growth for both.

The combined science and tech sector has laid down the framework and investment for some of the most important research projects in the world. To date, the brightest minds in the UK and Europe have combined to work on highly influential projects: the Large Hadron Collider headed by CERN discovered the Higgs Boson particle, the Human Brain Project set itself the gargantuan goal of unravelling the mysteries of the human brain, and the European Space Agency has helped expand space exploration as European and British astronauts have headed into the ether.

In May 2016, chairman of the Science and Technology Facilities Council Sir Michael Sterling announced that UK scientist Professor John Womersley will lead Europe's next major science project – the European Spallation Source  which is a "multi-disciplinary research centre based on the world's most powerful neutron source." It's the type of project that creates openings and opportunities for researchers, in all fields of science, to really materialise their most ingenious ideas.

The organisation techUK, which according to their website represents more than 900 companies, said in a statement that the result has created many uncertainties but has attempted to appease concerns by declaring that the UK tech sector “will play its part in helping the UK to prepare, adapt and thrive in a future outside the European Union.”

BCS, the Chartered Institute for IT, has reinforced techUK’s concerns surrounding uncertainty, highlighting areas which need to be addressed as soon as possible. The institute believes that discussions with the EU should focus on ensuring access to digital markets, freedom to innovate and growth of “our academic research base and industrial collaborations in computing . . . to shore up and build on a major driver of UK economic success and international influence in the digital sphere”.

Confusion over the UK’s position in the EU single market has prompted questions about the freedom of movement of labour, raising concerns among researchers from Europe about their future role in UK-based projects. The naturally collaborative nature of STEM research, the cross-breeding of ideas which foster scientific and technological advancement, could be severely hampered if limitations are imposed as a result the UK’s separation from the single market.

Speaking to the BBC, Sir Paul Nurse, Nobel Prize winner and director of The Francis Crick Institute said: “Being in the EU gives us access to ideas, people and to investment in science." The Royal Society reports that researchers at UK universities house more than 31,000 researchers of EU origin. The danger of losing much of that support is now imminent.

Many other leading voices in the community chimed in too. Paul Drayson, former Minister of Science in the Department for Business, told Scientific American: “The very idea that a country would voluntarily withdraw from Europe seems anathema to scientists.” Remain advocate Jo Johnson, the Minister of State for universities and science (and brother to the leave campaign’s front man, Boris Johnson), stated his concerns to a House of Lords committee of there being very little means to make up for severed EU finances. The referendum result means that a solution to replace that money from a different source must now be sought. He also tweeted:

Despite the science and tech sector favouring a Remain vote, there were some who were leaning towards Brexit pre-referendum. Scientists for Britain, a group of UK scientists who, according to their website were “concerned that pro-EU campaigners are misusing science for political gain”, issued a statement after the referendum. They thanked leave voters for sharing their vision of the UK “outside the political structures of the European Union.”

Though there are many new policies which will need to be drawn up, it is evident that the UK’s requirement to prop itself up once outside the EU will only serve to hinder science and tech growth. The industries best served through European and global outreach are now at risk of being marginalised.

Currently in place is “Horizon 2020” – an enterprise touted as “the biggest EU Research and Innovation programme ever” as almost €80 million is available to researchers seeking to take their ideas “from the lab to the market”. Once Article 50 is invoked, it is crucial that any negotiations that take place ensure the UK’s spot within the programme is maintained.

There are options to maintain some European integration; gaining an “associated country” status like Switzerland could continue to strengthen the STEM sector, for example. But prioritisation of science and tech seems bleaker by the day. As a new landscape takes shape post-Brexit, we must work tirelessly to prevent our most progressive and forward-thinking frontiers caving in.