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Stereotyping & portrayal

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Article

Provides advice for marketers on how to better meet the needs of different genders and highlights the potential problems for brands with gender issues.

Article

Looks at how women's roles in society have changed and continue to evolve, meaning brands have had to adopt how they engage this audience, by promoting female empowerment, removing gender bias and ensuring women are part of the client and agency teams.

Article

Explores how the roles of modern men in society are changing and advises on how marketers should respond to this behavioural change in order to effectively advertise to men, particularly across different cultures.

News

MIAMI BEACH, FL: Procter & Gamble, the consumer-packaged goods manufacturer, has progressed its multicultural marketing efforts by moving beyond several “myths” that are often applied to this discipline.

Research Paper

Redefining the outdated 50-plus marcom image has long been overdue – this paper provides actionable insights from a study in the Netherlands into this target group.

Article

Procter & Gamble, the consumer packaged goods manufacturer, is actively seeking to tackle racial inequality with its marketing.

News

LONDON/PARIS: As France imposes a requirement on advertisers to flag up retouched photographs of fashion models, an agency figure has highlighted the wider trend towards ‘authenticity’ as a factor in changing attitudes.

News

GLOBAL: Five in ten women and four in ten men resent the way women are depicted in advertising, according to a global survey that posits a future where gender is regarded in much the same way as height or hair colour.

News

BANGKOK: Women in Thailand are more likely than those in other parts of Asia Pacific to consider that they are accurately represented in advertising, according to research, but they may not always find it relatable.

Opinion

There’s not just an ethical reason, but also a growing commercial imperative for brands to assume a people-first approach and stop using stereotypes in their advertising, says Sally McLaren, director at Sense.

News

CANNES: Brands are failing to address the use of female stereotypes in their advertising, a study from the Geena Davis Institute on Gender in Media and JWT has revealed.

Article

This event report outlines research on gender stereotypes in advertising, and is based on analysis conducted by the Geena Davis Institute on Gender in Media and JWT.

Article

This report analyses the current state of LGBTQ portrayals in advertising, with brand examples and key learnings for marketers who wish to engage this audience.

Article

This event report outlines how Lane Bryant, the fashion retailer for women, has challenged conventional images of beauty.

Opinion

In light of the UK Advertising Standards Authority’s proposed tougher regulation of campaigns featuring harmful gender stereotypes, System1’s Tom Ewing suggests that the impact will lead to better advertising, but warns that bad ads could still come through other channels.

News

LONDON: The UK’s advertising watchdog has signalled that from next year there will be tougher regulation of campaigns that feature potentially harmful gender stereotypes.

News

LONDON: Maltesers, the Mars-owned confectionery brand, reversed declining brand metrics and sales with a humorous take on disability that proved to be one of its most successful campaigns ever.

News

CANNES: Marketers must push harder to advance gender equality both in their creative work and across the industry at large, according to Marc Pritchard, Global Brand Officer at Procter & Gamble.

News

CHICAGO: The age-old advertising doctrine “sex sells” may actually be false, according to new academic research.

Article

This event report outlines how Procter & Gamble, the FMCG company, is addressing the issue of outmoded gender portrayals in advertising.

News

GLOBAL: The marketing community not only needs to move away from stereotypical depictions of women in advertising if it is to successfully reach this group, but also to recruit more women to senior positions, an industry figure has argued.

News

SYDNEY: Brands may be guilty of underlying gender biases which not only obscure real needs and satisfactions among men and women but also cede competitive advantage to rivals.

Research Paper

This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.

News

TORONTO: Latent sexism, cultural insensitivity and an inability to "fail fast" are among the main reasons that marketing campaigns go wrong, according to Jon Wilkins, Chairman of ad agency Karmarama.

Article

This event report highlights some of the most questionable advertising efforts from around the world, and assesses the underlying failures that result in this type of material reaching consumers.