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News

SYDNEY: The traditional gender roles presented in advertising are no longer fit for purpose in a modern world, but advertisers are struggling to catch up, according to two agency planning experts who have updated the standard brand archetypes.

Article

The traditional Jung-inspired ‘12 Brand Archetypes’ are outdated – this article outlines alternatives that better reflect and promote more accurate representations of gender within creative work.

Opinion

Margaux Revol, Senior Strategist at AMV BBDO, reflects on Bodyform’s #bloodnormal initiative that took the Glass Lion Grand Prix at Cannes Bodyform/Libresse (Essity) is a Feminine Care brand with a global presence, but still a challenger, far behind the P&G giants (Always and Tampax), particularly in the UK.

News

NEW YORK: Marketers and agencies need to constantly evaluate their portrayals of women in advertising and not adhere to standards that may be outdated before a message moves into public distribution, a paper in the Journal of Advertising Research ...

News

SYDNEY: Marketers working on finance and banking brands have been shown to be out of step with the public perception of gender in finance, amid a wider lack of trust and representation from the sector’s marketing, a new study finds.

Article

Many FMCG products are not gender-specific yet most advertising continues to be aimed at women.

News

MUMBAI: The lives of India’s women are changing, but the country’s advertising industry isn’t moving in response, according to a senior agency executive.

Article

Mastercard, the payments brand, is tapping the power of experiential marketing in a bid to engage consumers in meaningful ways around their passion points.

Article

Procter & Gamble, the consumer packaged goods manufacturer, believes that pursuing gender equality in advertising is both good for society and a driver of growth.

Article

India’s women are changing – but the advertising industry isn’t, so how can India’s marketers overcome sexist tropes in advertising to truly connect with the modern Indian consumer?

Article

This article looks at portrayals of female beauty in advertising and examines the limitations of the thin ideal.

News

BRUSSELS/TOKYO: The World Federation of Advertisers (WFA) has launched a guide designed to help brands ensure their advertising reflects a more progressive portrayal of both sexes.

News

RIO DE JANEIRO: Addressing the gender bias in advertising can shift brand metrics, even in categories such as beer which commonly deal with long-held stereotypes, according to research from Brazil.

Article

State Street Global Advisors, the investment company, caused a stir in the financial and marketing industries with its “Fearless Girl” statue in New York City.

Research Paper

Market research looked into how consumers feel their genders are represented by brands in Latin America, at a time when gender roles are changing and stereotypes are being debated and questioned in society.

Research Paper

Voices Research & Consultancy, an agency in Argentina, conducted research to understand the tensions present in society across different ages.

Research Paper

Focuses on women's representation in advertising in Brazil, from a business measurement perspective, and looks into how it can impact advertising performance, as well as providing solutions to making advertising more inclusive.

Article

A+E Networks, the media company, found that political orientation is an increasingly powerful influence on how women react to advertising.

News

NEW YORK: AT&T, the telecoms and entertainment company, is driving progress when it comes to making sure that women are portrayed accurately in advertising.

Article

AT&T, the telecoms and entertainment company, is driving progress when it comes to accurate gender portrayals in advertising.

Article

Looks at a report from the ASA that explores the potential harm arising from gender stereotypes in advertising and assesses the effects that brands are currently having in this area.

Article

Change is coming to Saudi Arabia, including greater freedoms for women, and brands will need to adapt to the new circumstances.

Article

Marketers need to reflect the world as it really is, to better appreciate the value or print media and to collaborate on data challenges.

News

GLOBAL: Video adtech firm Unruly has unveiled a new insights tool that tests whether an ad is sexist or not, based on 13 gender stereotypes identified by the UK’s Advertising Standards Authority.

Opinion

Gender equality is less a hot topic than a burning issue right now. With International Women’s Day on 8 March, the7stars’ Frances Revel delve into what Brits really think about gender equality in 2018 and how that might impact advertisers’ media strategies.