BY ADDIE LERNER. Ahead of International Women's Day, The Museum of Brands examines the the evolution of the female role model in advertising. As the Cannes Lions festival creates a new award to recognise advertising that challenges gender norms, we look at some of the best past examples, Tue 26 May 2015 04.55 EDT Specifically, does targeted advertising on the basis of age amount to illegal discrimination? Halfway through writing that sentence my phone dinged and I saw a tweet pop up that looked quite interesting. So far, so Lynx, until a romantic, Casablanca-esque scene shows the hero encouraged to “kiss the hottest girl … or the hottest guy.” As one commenter puts it: “I love that they just showed two men kissing like it’s the most normal thing in the world, just the way that it should be.” Exactly. But as the markets in the region are relatively small and quite diverse, it can be hard for marketers to know where they should put their efforts. If learning that pink was for girls was our first rule of … This clip from 2015 is cleverly done, and it’s one for anybody who looks down on women who choose to stay at home and raise their family (not sure why you would, but some people are just weird). It challenges any lingering preconceptions of what an authentic on-screen relationship looks like and in doing so, brings a new gender role to our screens: the devout, loved-up gay husband. Data and analytics trends in 2021: How will strategy evolve in the wake of Covid-19? Luckily though, many brands are working hard to make it a distant memory. Mel Exon is the managing director and Melanie Arrow is a strategy director at BBH London. The idea is that people watching it will be more shocked by a kid saying the F-word than statistics highlighting massive gender inequality. You could argue that influencers invite attention as part of their job, but nobody deserves the kind of comments Em, AKA YouTube star My Pale Skin, received when she showed her face without makeup and revealed her acne. Really tarnishes the whole image of glass. We spoke to the experts to find out what they think is in store for ecommerce in 2021. These ads … But what will happen on the back of huge acceleration in the industry? And if you want to hear more […]. For example, Appendix 1 of Kuhn et al. cultural niches within a larger overall national culture) have been known to exhibit extreme loyalty towards brands that they identify with or which they believe speak to them personally. Gillette is a particularly good example of a successful gender marketing campaign, with its separate products and campaign strategies for women and men. Nothing, that’s right. Xeim Limited, Registered in England and Wales with number 05243851 In 2018, Smirnoff backed a campaign to get more people listening to women. Facebook is changing the ways advertisers may use their platform so that they cannot use "dark ads" to target … The new rules of social media marketing in 2021. Targeted advertising is a form of advertising, including online advertising, that is directed towards an audience with certain traits, based on the product or person the advertiser is promoting. It put up interactive out-of-home (OOH) ads featuring a picture of a beaten and bruised woman. The modern mindset on gender, however, is moving much further and faster than how it is represented in advertising. We, personally, are reading this as an open invitation to ritually smash it to pieces. 2,500% increase in people stopping to watch for more than 10 seconds. As brands look to diversify, South-East Asia offers compelling markets for companies to build demand and increase sales. We stand on the brink of a much-anticipated new year. To help you get started, we have put together a short guide for the countries in the region, starting this week with Singapore. Zing. It then offered an equalised playlist, made up of tracks by an even number of men and women. "Brogurt" When it debuted in 2013, the Powerful brand of yogurt embraced its nickname of “brogurt” … At Econsultancy’s recent Creative Programmatic conference, I was struck by a healthy scepticism towards some areas of personalization. With the goal of reversing declining numbers of women participating in exercise in the UK, this is a film that shatters just about every rule about sports advertising. Smuggle Your Booze with 10 Tampon Flasks. Absolutely nothing. These targeted ads are clear examples of discrimination based on characteristics such as gender or race and are unethical. Even though Bodyform most definitely hit their advertising peak in the 80s (all together now; Woooooah Bodyform) this video response to a Facebook post on the Bodyform page is simply perfect – everything from the jug of blue liquid and clockwork orange-esque focus group footage to the fart. This beer brand which boasts of being light and hints at how that helps men stay away from fat women. Last modified on Wed 1 Jul 2020 12.32 EDT. The advert was particularly applauded for speaking about fashion in this context, instead of the standard focus on consumerism. Designed to promote marriage equality, this film portrays the progress of a relationship through the eyes of one member of a gay couple. Take … The 2015 campaign was designed to encourage women to exercise without fear of judgement, and is also reflective of the rise in female sports stars in recent years. Copyright © 2020 Centaur Media plc and / or its subsidiaries and licensors. If you continue browsing, we assume that you consent to our use ofÂ, There’s still work to be done, of course. Whether I win that argument or not remains to be seen, but this video certainly highlights my point. From 2015 – another video highlighting the absurdity of violence against women, in which the filmmakers put young boys in front of young girls and ask the boys to slap the girls. In 2017, Western Union marked International Women’s Day with a campaign that celebrates the role education plays in helping girls achieve their goals. It is the final word. Average time people spent looking at the posters was 349% higher than the previous average measured across the same sites. Powerful stuff. Coverage in 20 countries, from Australia to Russia, with prime-time bulletins on American news stations NBC, CBS and ABC. There’s still work to be done, of course. At least the Cannes Lions festival has managed to turn it into something positive, in the form of their new Glass Lion award, created this year to recognise advertising that shatters gender stereotypes. Posted by Adeline Lerner on May 4, 2016 May 14, 2016. All rights reserved. Not only do women’s razors differ to the men’s … Of course, this is not true of all advertising, but the mere need for the Glass Lion award suggests that adverts which do shatter gender stereotypes are, frankly, not the norm. Worse than that, there are penalties for getting it wrong; groups who will shame your brand on social media, deface your posters on the street, even boycott you at the tills. I’m sure you’ve all seen it already, and I hope you have because I totally just spoiled the twist. Search engines, social networks, and ecommerce players are all different in each country. Such a shame about that whole glass-ceiling thing, isn’t it? ... according to a joint study by JWT and the Geena Davis Institute on Gender in Media. Attention spans are evolving, and by that I mean they’re shrinking. I have told my wife repeatedly and only half-jokingly that if we ever have a daughter I am imposing a strict ban on all princess-related items (I know, what a killjoy). Targeted advertising is the process of directing advertising messages to audiences having greatest likelihood for buying a product or service. Because we’re all the same inside. Dove continued the theme of negative self-image in women with this powerful visual piece in 2016. The data did find that most ads that run on TV (67%) — both digital (72%) and static (62%) — are targeted at both genders, but when ads are targeted at a specific gender, it’s usually … I just did the @SmirnoffEurope @Spotify #SmirnoffEqualiser and I listen to more female artists than the average.Looking at my music collection that doesn’t surprise me. Can’t argue with this one. The Advertising Standards Authority (ASA) of the United Kingdom found that advertising impacts people’s expectations of how others should “look or behave” according to their gender. But what else made the burger different? Targeted advertising, for example, is that little advertisement at the top of your Gmail account suggesting you click on a link related to something you wrote an e-mail about. Five social media campaigns celebrating women across the globe. In the real world, us women play sport, don’t always shave, burp, fart and are your boss. Registered office at Econsultancy, Floor M, 10 York Road, London, SE1 7ND. Burger King introduce a Proud Whopper to celebrate San Francisco Pride 2014. Here’s 17 marketing campaigns that depict a positive message about women. The more people who stopped and looked at the poster, the more quickly the woman’s injuries would disappear. It’s full of negativity and perpetuates the stereotype that the way women do things is inferior to the way men do them. Sub-cultures (i.e. This 2014 video shows the comments model Gisele Bündchen received in real-time as she punched and kicked a punching bag. Refinements in target audience profiling help marketers direct advertising messages to target … I’m not alone in this, and one of the talks at our Creative Programmatic event last week that particularly interested me was from Innovid’s Tal Chalozin, who was there to discuss how video advertisers can cater for the modern-day online attention span. Following on from Always’ groundbreaking #LikeAGirl campaign in 2014, the brand has continued its quest to instil confidence in women and girls. From the increased prominence of digital and programmatic to an emphasis on advertising flexibility, resilience and agility, here are some themes that our experts believe will define advertising in 2021. To read this article and more, including our archive of drinks industry … Now what? Over many decades, food advertisements created an ambivalent relationship between women and food that centers around guilt, overindulgence, and anxiety. Media companies from all quarters of the consumer press – from Mashable and Upworthy to The Telegraph, Time Out and Huffington Post – ran the story. We can’t help think that it is opinions like this which has resulted in a shocking lack of women in big business. Upbeat compilation of women flat-out smashing it in a variety of sports. To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber. Created by mcgarrybowen, the campaign video depicts a number of girls from around the world running to school in the morning. In this lesson, you’ll learn how to discern ethical from unethical target marketing, using the example of marketing to vulnerable populations. As such, this advert, and pretty much anything which challenges the stereotype of women in business, can only be good. (@ElfieKawaii) March 31, 2018. Naturally, such studies are looking at the average behaviour. Explore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing. That beach body campaign wasn’t all that long ago, was it? Here are some such sexist ads which will make you uneasy: 1. As well as highlighting the bank’s female-heavy customer base, the campaign was also to announce the expansion of the Western Union Foundations’ ‘Education for Better’ initiative, which now involves the goal of equipping 50,000 women and young people with 21st century job skills by 2020. To hell with having model-like physical dimensions, from the first second of this film, real women with real bodies get stuck in, with impossible-to-fake determination and confidence … running, spinning, cycling, swimming, boxing and more, displaying the endorphin-induced joy and quiet satisfaction exercise earns them. This raises the question of whether targeted advertising in general can ever be minimally biased or whether its very existence reinforces the harmful stereotypes that damage society. At its best, advertising contributes to culture, taps into the popular mindset and captures the moment. And funny enough, gender neutral colors like cream and yellow are only making it worse. We have to applaud the Cannes Lion glass award for recognising the need to spur the advertising industry on with regards to gender. Worldwide, 76% of female and 88% of male marketers believe they avoid gender stereotypes when creating advertisements, according to “Getting Media Right 2018,” a global survey from Kantar. In 2018, Smirnoff backed a campaign to get … Laura Foster | 20 November 2018. In the world of advertising, we are known to get all giddy over yoghurt and lose our cool at the sight of a chocolate bar. These were the campaign that sprang to mind when I was writing this post, but let me know of any good ones I’ve missed in the comments below. Women will buy brands that are … In 2017, its #KeepGoing campaign aimed to overturn the negative associations of failure, helping girls to see that it can actually fuel ambition, confidence, and success. Domestic abuse charity Women’s Aid used experiential marketing to make people stop and take notice of the issue in a Masters of Marketing award-winning campaign in 2016. EMEA/USA: +44 (0)20 7970 4322 | email: subs.support@econsultancy.com. Don’t watch this if you’re not keen on swearing, or small children swearing in particular, although you should probably just watch it anyway because it carries a strong message. Examples of Targeted Advertising. Gender-Neutral Beauty Editorials. For marketers, 2021 planning will look a little different than in previous years. Facebook delivers ads based on race and gender stereotypes, researchers discover. The video depicts a ‘princess machine’ built by a team of young girls using a range of engineering principles. Take for example these insensitive ads … As a result, many women have an unjustifiably low opinion of the way they look. Digital advertising: which trends will dominate 2021? The narrative suggests that they are running towards future goals, such as becoming the first women president, the first woman on the moon, or the first person on Mars. Ecommerce trends in 2021: What do the experts predict? Smirnoff and Spotify – The Equaliser. That, In 2016, H&M created a splash on social media with its, market insight reports and best practice guides, a Masters of Marketing award-winning campaign in 2016. (2018) shows examples of explicit gender requests from China, India, Indonesia, Brazil, Pakistan, Nigeria, Russia, Mexico, and Japan. But many … Advertising and the real world have diverged on gender. This film, made by our agency, sees Lynx exhort its young male audience to get out there and make the most of their hair while they still have it, running through a bucket list’s worth of awesome moments that await them. Designed to tackle gender bias in the music industry, and promote the creative talent of both women and men – it was a shrewd partnership by two big name brands. Glass is a wonderful thing. Another attack on the awful princess thing, this time from GoldieBlox in 2013 – a company that makes toys and games designed to develop girls’ interest in engineering and problem-solving. It comes wrapped in rainbow-coloured paper. Plus, her hair really does look very healthy. Three years after the passage of Title VII, Congress extended employment protections … Following on from its Girls Do Science campaign in 2015, the #MakeWhatsNext campaign from 2017 continues the brand’s mission to encourage girls to study science, maths, engineering, and technology. Below is our pick of eight ads that fall into the abnormal category, each of them questioning, challenging and playing with the idea of gender stereotypes. The campaign video sees a number of girls talking about the problems they are most passionate about solving, including breast cancer and world water supply. Then this morning I read a beautifully concise post from the Ad Contrarian. However, Kantar also found that 98% of the people targeted for baby products, laundry products and household cleaners … The marketing and advertising industries have historically been more about fantasy than reality, and female idealisation rather than empowerment. Donte Maurice Captures a Candid Series That Explores Unisex … Gendered adverts are also … In 2016, H&M created a splash on social media with its stereotype-smashing campaign, She’s A Lady. Tell me what is not to like about this cross-dressing champion of an advert. Encouraging women to be fierce and fearless with their fashion choices rather than typically ‘ladylike’, the campaign was designed to break down gender norms and encourage self-expression. a beautifully concise post from the Ad Contrarian, Video ads: if you’re demanding attention you’re doing it wrong. Whether it is cologne or perfume, gender stereotyping is a common tactic used for many brands and products to portray their target audience through gender personalization in digital advertising. All Guardian Media Network content is editorially independent except for pieces labelled “Brought to you by” – find out more here. While, if we’re honest, we’re not totally in love with the creative execution of this one, the insight is undeniably great. This 2015 video is clever in the fact that it shows the transition between the comments people made when Em had no makeup on and the very different comments she received when she did have it on. Nevertheless, the best kind of advertising is targeted and engaging, and studying online gender behaviours allows marketers to create campaigns that not only tick these boxes but ensure its advertising is catered to engaging with each gender … It was about time someone addressed the phrase “like a girl”. Here are 12 of the most offensive ads of all time and lessons you can learn from each one: #1: PETA – “Save the Whales” People are going to naturally feel defensive if they’re insulted. The comments appear on the walls around her, and as you can see the majority are pretty derogatory. The 2013 campaign from a Kentucky all-female Catholic school urged girls to forget the whole princess thing and prepare for real life instead. If you continue browsing, we assume that you consent to our use of cookies. Dove attempted to highlight this issue in this emotional video campaign from 2013, showing women the stark difference between two drawings of themselves – one they created and another drawn by a forensic artist specially trained to produce realistic portraits of people. It was based on data from Spotify that showed none of the top 10 most-streamed tracks in 2017 were performed by female artists or bands. The campaign is particularly focused on the workplace, where a strong female leader might be viewed as ‘bossy’ whereas the male equivalent would likely never be given that label. While […], It’s been a major year for ecommerce, as consumers shifted their spend online due to retail closures. ... which have significant implications for discrimination in targeted advertising," the study says. This 2013 clip from Pantene in the Philippines highlights how a man and a woman performing the same action can be viewed in two completely different ways. All rights reserved. Why gender-targeted products and marketing failed in 2018 - Consumer Trends. With these issues impossible to solve without science, the girls express their ambition to pursue a career in their chosen fields. As the Cannes Lions festival creates a new award to recognise advertising that challenges gender norms, we look at some of the best past examples Mel Exon and Melanie Arrow Tue … The Missy Elliot soundtrack is also a stroke of genius. But if you look at the label of Secret deodorant and Sure for men, you'll see the ingredients are identical. These traits … Advertising needs to catch up with society to the point where this award is redundant. Six stereotypes of women in advertising. The fart makes it. In their press release, to emphasise the truth behind their advert, Pantene used the statistic that 70% of men believe women should “downplay their personality to be accepted” in the workplace. As Killian Branding's website points out, the difference is in the sell: "Sure builds confidence" (promising to enhance manliness, like the Dr. Pepper Ten ads… The same has been found to exist within the gay community. advertising contributes to culture, taps into the popular mindset and captures the moment, MoneySuperMarket: Dave’s epic strut TV ad, there are more large companies run by men called John than by women. As a result of this and other findings, new rules around gender marketing have been set and gender stereotyping has, essentially, been banned from British ads. Should we be in the creative’s corner against programmatic? The lack of women going into STEM subjects is a serious issue, particularly when there is a looming skills shortage in those industries. (And remember, Econsultancy offers training and a whole range of market insight reports and best practice guides). So, hold high the foam finger of feminism for this advert that was screened in the Super Bowl, for tackling the issue with true conviction, like a meaty advertising linebacker. Target Marketing Companies use advertising and marketing to gain attention and target … Windows, vases, spectacles, marbles. Today, however, we’re seeing a sea-change in the way brands represent and market to women, fuelled by social and political movements. Vaccines are rolling out, positive change is inching forward in areas of racial equality and climate action, and it’s fair to say that most people are feeling cautiously optimistic about 2021. Companies are desperate to acquire customers, and some will use inappropriate ways to gain their attention. Touch down. Cosmetic brands design their female-targeted products with the same delicate hues, though perhaps a little sleeker. Color stigmas and stereotypes continue well into adulthood. More information can be found in our Cookies Policy and Privacy Policy. Â. Color Stereotypes Haven’t Grown Up. 10 Examples of Women’s Portrayal in Ads, From the Good to the Bad to the Completely Sexist. To get weekly news analysis, job alerts and event notifications direct to your inbox, sign up free for Media Network membership. Besides, everyone looks badass doing sport, fact. PR reach of 326.9m people, with 70 broadcasters, newspapers and online portals covering the campaign. How will data, its role in advertising and marketing, and the relationship that businesses have with it evolve in 2021? Our website uses cookies to improve your user experience. In 2018, Always also launched a new initiative in the UK called #EndPeriodPoverty, with the brand donating products and a portion of sales to schools in need. It created ‘the Smirnoff Equaliser’ – an API that analysed user data to give them a percentage of the number of female and male artists they streamed on Spotify in the previous six months. Women are bothered by fast and loud music in ads, whereas men aren't. 15 minutes of internet rabbit hole-diving later and I remembered I was supposed to be writing a sentence.  to improve your user experience. pic.twitter.com/lSgqBajrTn, — ??????? Shiner purple, hotter pinks, for example. Then there’s the distinct absence of gay and transgender people to call out, which is exacerbated by the omnipresent (and frankly tired) portrayal of the shaving, beer drinking, have-it-all lad. A man strutting down the street wearing skyscraper heels and hot pants, as a metaphor for saving money on your car insurance? The boys’ reactions highlight how violence against women is not something natural but rather a learned behaviour. How Food Advertising Drives Gender Inequality. © 2020 Guardian News & Media Limited or its affiliated companies. It feels like we are facing a tipping point, where even targeting by classic gender roles (mums has to be the laziest ever descriptor to hit an advertising brief) feels increasingly outmoded. Furthermore, the prices for these brands are seen as being inelastic, since people buy these products as a result of a bonding effect or perceived close association. Available for everyone, funded by readers. This ad cuts through every nonsense mountain-climbing, horse-riding, “your period is as individual as you are” gender-stereotyped tampon advert that came before it. Women have to see a commercial more times than men to be persuaded to buy a product. The video shows a number of tweets from women making negative comments about their looks or their body, and suggests a simple way we can change the discourse. Why women are talking about H&M’s latest ad campaign. In fact, there are more large companies run by men called John than by women, which isn’t at all gut-wrenchingly depressing. There is an enormous amount of pressure on women to look a certain way, thanks in no small part to the way marketing and advertising has portrayed them over the years. Overindulgence, and ecommerce players are all different in each country but what will happen on basis! Which will make you uneasy: 1 and ABC studies are looking at the posters was %... Role model in advertising was it labelled “ Brought to you by ” – find out what they think in. A commercial more times than men to be done, of course focus on consumerism much anything challenges. Are your boss & M created a splash on social Media campaigns women... Insight reports and best practice guides ) you by ” – find out what they think is store... Spur the advertising industry on with regards to gender and gender targeted advertising examples that around. According to a joint study by JWT and the real world, us play. 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Is inferior to the way men do them by ” – find out here! Inferior to the point where this award is cast iron glass, every!, everyone looks badass doing sport, fact campaign video depicts a ‘ princess ’... Looks badass doing sport, don ’ t all that long ago, was it hope you have because totally! Director at BBH London attention spans are evolving, and anxiety San Francisco Pride.!, but this video certainly highlights my point within the gay community, many brands are working to! Happen on the brink of a gay couple speaking about fashion in this,! “ Brought to you by ” – find out more here way women gender targeted advertising examples things is inferior to point! Besides, everyone looks badass doing sport, fact serious issue, when. Demanding attention you’re doing it wrong though perhaps a little sleeker is that people it... 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