Rethinking gender archetypes in modern advertising

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

As the advertising industry begins to examine how it portrays gender in its work and tackle decades-long stereotypes, Sarah May, Senior Planner at 303MullenLowe in Sydney, believes the work to rethink gender in advertising should be much more than just...

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