As technology becomes more advanced, people grow to depend on it in their everyday lives, whether they are communicating with others or just browsing the internet. This, in turn, shapes our attitudes and viewpoints. The media is practically inescapable, especially at ASU where online research is encouraged for almost every class.
By Leonie Roderick 8 Mar Marketing Week is taking this opportunity to look at two different advertising mediums and explore how the portrayal of women has evolved over the years.
We speak to the CEOs of TV ad body Thinkbox and consumer magazine trade body Magnetic to take stock of their progress, where brands are still going wrong and what needs to happen next. Over the course of the history of TV advertising, women have been defined in very narrow roles.
Many would agree that some strides have been made in how the media portray women in film, television and magazines, and that the last few decades have also seen a growth in the presence and influence of women in media behind the scenes. Women are consistently portrayed in domestic roles in the media or seen as an accomplice to their male counterpart, who is featured in a position of power. “The constant representation of women in less powerful, and often highly sexualized and eroticized roles — it’s a very limited range of representation,” Lindsey Mean, associate. A media scholar explains how these stereotypical portrayals can fuel workplace harassment by powerful men. How media sexism demeans women and fuels abuse by men like Weinstein Editions.
When I started in TV advertising, people were so dismissive about women. That was partly indicative of the problem — women were firmly placed in the domestic sphere, talking animatedly about cleaning and housework.
Of course, you also had the female sex object. This is a problem for both genders. There have been some real strides in that recently, where ads show men in a much more nurturing rule. Brands face crackdown on gender stereotypes in advertising To me, possibly the most damaging part are the ads where women are there to just fill in the background of the scenery.
How women are portrayed in media have been the archetypes, but there are some notable exceptions that broken through. We need to stop featuring women as peripheral characters. I recently had to pick some quality ads for a film commissioned by the Museum of Brands looking into the changing trends of female representation in TV commercials.
It was launched for the Apple Mac, which was the start of the personal computer revolution. It shows a subdued audience controlled by a man talking to them on a screen.
Suddenly, a female athlete bursts through the door, wearing bright colours and carrying a hammer. The worst excesses have been removed, and we are much more sensitive as an industry.
Are new ad rules the answer? Brands need to have upfront conversations with their agencies about their expectations. We can sometimes deal in stereotypes in ads, as in 30 seconds you need to portray something that connects. As a result, people often default to perceived advertising norms.
All it takes is for one person to do something different, and to suddenly start questioning that perceived wisdom. A great example of that is This Girl Canwhich did this amazing thing of featuring normal women.
It might not seem revolutionary, but it was absolutely extraordinary because normally for any women to be featured in an advert you have to look like a goddess and have the best body in the entire word.
But nobody has a body like that, only a tiny percentage of the population. Sue Todd, CEO, Magnetic The portrayal of women within magazines has been completely in line with what magazine brands have always done and will continue to do.
However, the content now reflects a general change happening in society. Teen Vogue is a great example, which has taken up the mantle on political debates for a younger audience.
A lot of the content is pro-active, and magazines campaign much more than they used to — Grazia went hard on the pay gap, for example, and had lots of editorial around it. It has extended beyond print too. Red, Glamour and Marie Claire have awards to celebrate inspiring women.
These awards only seem to get bigger and bigger. It reflects what their readers are interested in. Ad content is definitely moving away from classic stereotypes, which is partly driven by the brands and partly driven by native and advertorial.
There are a lot more partnerships and native content being developed. This was done in partnership with Simply Be, a clothing retailer for larger sizes.
And brands can also get closer to the content and tap into issues that matter to women. For it to be effective, it has to be done in the right tone. It needs to reflect the issues that the editorial content is reflecting — and of course not be blatantly sexist.The portrayal of women within magazines has been completely in line with what magazine brands have always done and will continue to do.
They understand a particular audience, work out the most relevant, culturally important issues facing them – whether it’s political or social issues, or the latest concerns around health, wealth and beauty.
Feb 08, · In other words, in a world where the population is basically split between men and women, nearly three-quarters of all people mentioned in the media in was a man. Today (8 March) marks International Women’s Day, giving people a chance to celebrate the social, economic, cultural and political achievements of women.
Marketing Week is taking this opportunity to look at two different advertising mediums and explore how the portrayal of women has evolved over the years.
Feb 11, · The Sisters are Alright: Changing the Broken Narrative for Black Women in America challenges stereotypical portrayals of black women and highlights the need for . As a rule, women are portrayed in a narrow range of characters in mass media.
If we were to divide mass media into two categories, such as fictional and news-reporting, then in the former, women are often associated with the household or sex-objects, and in the latter category, they lack roles. Women are consistently portrayed in domestic roles in the media or seen as an accomplice to their male counterpart, who is featured in a position of power.
“The constant representation of women in less powerful, and often highly sexualized and eroticized roles — it’s a very limited range of representation,” Lindsey Mean, associate.