Advertisers fail to break free of gender stereotypes

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.

In recent years, various high-profile marketing initiatives – from Dove’s “Campaign for Real Beauty” to Ariel’s “Share the Load”, Always’ “Like a Girl” and State Street Global Advisors’ “Fearless Girl” – have actively challenged traditional gender roles.

Brent Choi, Chief Creative Officer, J. Walter Thompson

But Brent Choi, Chief Creative Officer/J. Walter Thompson (JWT) New York & Canada, asked attendees at the 2017 Cannes Lions International Festival of Creativity to look beyond these attention-grabbing – and, often, award-winning – examples of tackling outmoded stereotypes in order to consider a deeper question.

“I wonder: Is that great work … the lead...

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