News
•
27 June 2017
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
•
27 June 2017
CHICAGO: The age-old advertising doctrine “sex sells” may actually be false, according to new academic research.
Article
•
Stephen Whiteside, Event Reports, Cannes Lions, June 2017
This event report outlines how Procter & Gamble, the FMCG company, is addressing the issue of outmoded gender portrayals in advertising.
News
•
22 June 2017
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
•
09 June 2017
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
•
Amy Fridlund and Nikki Feld, ESOMAR, Asia Pacific, May 2017
This paper presents an approach that quantitatively measures conscious and unconscious gender bias across brand touchpoints as determined by the consumer in Australia.
News
•
08 May 2017
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
•
Geoffrey Precourt, Event Reports, WFA Global Marketer Week, April 2017
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
•
Brooke Hemphill, Event Reports, ad:tech Sydney, March 2017
This article explores the common mistakes made by marketers when targeting Australian mums, based on a survey of 1800 mothers in the country.
Article
•
Stephen Whiteside, Event Reports, ARF Annual Conference, March 2017
This event report outlines how Georgia-Pacific, the paper-products company, is seeking to advance female equality in advertising.
Article
•
Stephen Whiteside, Event Reports, ARF Annual Conference, March 2017
This event report outlines how AT&T, the telecoms group, is seeking to advance gender equality in advertising.
News
•
19 January 2017
DAVOS: Gender inequality is pervasive, with outdated stereotypes and social norms holding back change, but advertising can play an important role in helping to shift attitudes and boost business at the same time,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
•
Kathrynn Pounders and Amanda Mabry-Flynn, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 426-440
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.
Article
•
Stephen Whiteside, Event Reports, Cannes Lions, June 2016
This event report addresses how Unilever, the FMCG manufacturer, is seeking to avoid using stereotypes in its advertising.
Research Paper
•
James Bryson and David Bunker, Market Research Society, Annual Conference, 2015
This paper analyses gender identity and gender representation in the UK media, helping the BBC, the broadcaster, to better serve its audiences.
Research Paper
•
Yamen Koubaa, Rym Boudali Methamem and Fatitha Fort, International Journal of Market Research, Vol. 57, No. 1, 2015, pp. 95-124
Marketers are interested in how consumers perceive product cues in order to build an appropriate marketing mix.
Research Paper
•
Aarti S. Ivanic, Kenneth Bates and T. Somasundaram, Journal of Advertising Research, Vol. 54, No. 4, 2014, pp. 407-419
Advertisers often employ spokespeople who speak with an accent ("accented spokespeople") to promote products and services that are stereotypical of (or related to) a speaker's background.
Article
•
Joseph Clift, Event Reports, Flamingo, July 2014
This event report summarises a briefing from market research firm Flamingo, which looked into the real story behind three stereotypes about Brazil.
Research Paper
•
Yun Shao, Fabrice Desmarais and C. Kay Weaver, International Journal of Advertising, Vol. 33, No. 2, 2014, pp. 329-350
This paper identifies how Chinese advertising practitioners’ cultural perceptions of gender influence their creation of advertising representations.
Article
•
Grant McCracken, Market Leader, Quarter 1, 2014, pp. 53-53
This article discusses the differences between male and female television creatives, arguing that this traditionally male dominated area is beginning to change.
Article
•
Manfred Mareck, Event Reports, ESOMAR Asia Pacific, April 2013
This round-up of the ESOMAR Asia Pacific conference has the guiding theme of the need to differentiate approaches across Asian markets and not to treat the region as a monolithic bloc of like-minded consumers.
Article
•
Jerry Clode, Admap, March 2013, pp. 24-26
In terms of leveraging economic success to create international brands, Brazil is streets ahead of its BRICs rivals.
Article
•
Dave McCaughan, Research on WARC, McCann Worldgroup Asia Pacific, January 2013
Despite all the seemingly bad news about Japan that appears in the global press, people around the world continute to see Japan as a hub of creativity.
Research Paper
•
Corine Van Hellemont and Hilde Van den Bulck, International Journal of Advertising, Vol. 31, No. 3, 2012, pp. 623-656
Taking Belgium as a case in point, this study analyses, first, tolerance for advertisements unfriendly to women and men as expressed by advertising and marketing professionals, consumers and gender equal opportunity workers.
Research Paper
•
Karen Fraser and Emma Taylor, Market Research Society, Annual Conference, 2012
Results of a UK research project exploring advertising's role in the cosmetics and beauty category. Specifically, it looks into the impact of airbrushed images on body confidence.
