Post by account_disabled on Dec 24, 2023 3:27:20 GMT -5
For years, advertising shamelessly paid homage to sexism , and although in recent years it seems to have made an act of contrition, the truth is that the advertising industry continues to shelter a deeply stereotyped image of women . And although sexism currently makes its way into advertisements in a much more surreptitious way than it did in the past, advertising has by no means managed to escape its clutches . This is the conclusion of an investigation that has continued over time for more than 15 years and that has been published by its authors (Jane Cunningham and Philippa Roberts) in the book Brandsplaining: Why marketing is still sexist and how to fix it . According to the report in which this volume is based, a quarter of advertisements show women in a clearly sexualized way . And 85% of the women who appear in advertising are thin, beautiful, usually white and have light skin and shiny hair. Worst? That only one in ten advertisements put women in the spotlight , despite the fact that women are responsible for three-quarters of household purchases. Few women and poorly portrayed in advertising When advertising tries to protect women, it usually presents them with a negative coating.
In fact, half of the advertisements are fueled by more or less veiled criticism of women's appearance and their ability to adequately care for their home and family. The poisonous perfectionist narrative Phone Number List that advertising endorses somehow implies that women do not live up to what is expected of them. In the eyes of advertising, women seem constrained by their role as "good girls." While it is true that women taking on the role of "good girls" in advertising are apparently not as plentiful in number as they once were, the narrative remains. The only difference is that sexism is now more subtle , says Philippa Roberts, one of the authors of Brandsplaining: Why marketing is still sexist and how to fix it , speaking to MarketingWeek . “There are a lot of brands that seem to be doing well when it comes to sexism, but in reality the genuine changes they have implemented are rather slight ,” Roberts emphasizes. «The classic example that sexism effectively persists is that the usual pink and blue colors have been replaced by more floral, decorative and sweeter motifs for women and stronger, bolder and more powerful tones for men.
We are basically saying the same thing, but using different codes," she denounces. Brands continue to educate women The authors of the book suggest, on the other hand, that so-called corporate feminism (although well-intentioned) has only camouflaged the problem of sexism. After all, advertising continues to tell women what they have to do. And if before they had to change their physical appearance, now they seem forced to change their character and their attitude to be braver, stronger and more daring, which is equally harmful. In the opinion of Jane Cunningham, also the author of the book, part of the problem lies in the fact that brands have assumed the role of "teachers" and allow themselves the luxury of telling women what they have to do and what they shouldn't. What seems evident is that advertising continues to fail in its portrayal of women. Most women agree that the image that advertising projects of them not only does not represent them but is clearly harmful. Three-quarters of women are concerned that the usually pluperfect “look” of models in advertisements may make other women feel bad. And 63% of women believe, in fact, that advertising is partly responsible for the eating disorders suffered by many women. More than 59% of women also consider that advertising has a clearly "demodé" vision of women.
In fact, half of the advertisements are fueled by more or less veiled criticism of women's appearance and their ability to adequately care for their home and family. The poisonous perfectionist narrative Phone Number List that advertising endorses somehow implies that women do not live up to what is expected of them. In the eyes of advertising, women seem constrained by their role as "good girls." While it is true that women taking on the role of "good girls" in advertising are apparently not as plentiful in number as they once were, the narrative remains. The only difference is that sexism is now more subtle , says Philippa Roberts, one of the authors of Brandsplaining: Why marketing is still sexist and how to fix it , speaking to MarketingWeek . “There are a lot of brands that seem to be doing well when it comes to sexism, but in reality the genuine changes they have implemented are rather slight ,” Roberts emphasizes. «The classic example that sexism effectively persists is that the usual pink and blue colors have been replaced by more floral, decorative and sweeter motifs for women and stronger, bolder and more powerful tones for men.
We are basically saying the same thing, but using different codes," she denounces. Brands continue to educate women The authors of the book suggest, on the other hand, that so-called corporate feminism (although well-intentioned) has only camouflaged the problem of sexism. After all, advertising continues to tell women what they have to do. And if before they had to change their physical appearance, now they seem forced to change their character and their attitude to be braver, stronger and more daring, which is equally harmful. In the opinion of Jane Cunningham, also the author of the book, part of the problem lies in the fact that brands have assumed the role of "teachers" and allow themselves the luxury of telling women what they have to do and what they shouldn't. What seems evident is that advertising continues to fail in its portrayal of women. Most women agree that the image that advertising projects of them not only does not represent them but is clearly harmful. Three-quarters of women are concerned that the usually pluperfect “look” of models in advertisements may make other women feel bad. And 63% of women believe, in fact, that advertising is partly responsible for the eating disorders suffered by many women. More than 59% of women also consider that advertising has a clearly "demodé" vision of women.