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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

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

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.

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.

Article

This article explores the common mistakes made by marketers when targeting Australian mums, based on a survey of 1800 mothers in the country.

Article

This event report outlines how Georgia-Pacific, the paper-products company, is seeking to advance female equality in advertising.

Article

This event report outlines how AT&T, the telecoms group, is seeking to advance gender equality in advertising.

News

DAVOS: Gender inequality is pervasive, with outdated stereotypes and social norms holding back change, but advertising can play an important role in helping to shift attitudes and boost business at the same time, new research suggests.

Research Paper

Gay and lesbian consumers increasingly are recognized as a lucrative target market. Advertisements more frequently incorporate images of gay and lesbian people; however, more research is needed to understand mainstream (heterosexual) consumer response to these advertisements.

Research Paper

This paper describes a global research project for Unilever, the FMCG manufacturer, which sought a holistic understanding of women beyond consumer and category behaviours, focusing on them as people with complex, evolving identities.

Article

This event report addresses how Unilever, the FMCG manufacturer, is seeking to avoid using stereotypes in its advertising.

Article

This event report discusses trends around brand purpose and provides examples of purpose-driven brands that have seen positive business results.

Opinion

With a plethora of information coming from traditional media, new media and word of mouth, brands that develop relevant messaging will appeal to mums.