Page 22 - Communicate

Q1 2018 | X-PERT FILE

Breaking the stereotype:

empowering women in advertising

By Pinaki Banerjee, global program director, Ipsos Connect UAE

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iven the role that women play in deciding the typical stereotype that was predominant for that likened women to used cars. After receiving
Gon the everyday brands used in households, years. This was followed by the “Share the Load” significant criticism, Audi apologized and with-
women are central characters in many advertise- campaign, which won a Cannes Lions, not only drew the ad. There is now lower acceptance of
ments. Traditionally in many developing mar- achieving results for the brand, but also leading to portraying women as objects. (Images 2 and 6)
kets, stereotypes were often used to portray the a broader cultural change in behavior. (Image 1)
role women played. Most advertisements were AND A FEW OF WHAT DOES: Recognizing the
centered around activities performed by women STEREOTYPES ARE A REALITY IN SOCIETY. But, importance of using consistent brand cues, both
at home to make the family happy, portraying we have seen over time that ‘reel life follows visual and verbal, that resonate with the brand is
their dependency, and not making any important real life’. A recent study by Havas reports that important to present a more realistic and reflec-
decisions. While growing up, when TV was the nearly half of women surveyed agree that TV tive picture of woman.
most dominant media, every commercial break commercials show too many outdated gender For example, in Saudi Arabia, which is perhaps
out there would show advertisements with women stereotypes. Furthermore, a similar amount resent considered a more traditional society, Brooke
either doing laundry or other household chores to how women are depicted in advertising. As the Bond Red Label challenged social prejudices
ensure family confidence. For example, Nirma, role of women has changed in the developing by portraying a free conversation between a
a laundry powder brand in India, showcased the world, with more and more women joining the father and daughter about a failed marriage.
importance of clean clothes for the family to stand work force, this change is inevitable in the role (Images 4 and 5)
out in a crowd. played by women in ads. Advertisers need to SK-II launched a global campaign “Marriage
Fortunately, a couple of decades have passed, seize this opportunity and portray the roles they Market Takeover” to inspire and empower women
and some of the old stereotypes are giving way are playing in today’s world. to shape their own destiny, challenging the idea
to new approaches to advertising in developing of “sheng nu” or “leftover woman”, a term used
markets. Ariel launched its “Is Laundry Only ONE EXAMPLE OF WHAT ISN’T WORKING ANY- for women who aren’t married and are treated
a Woman’s Job?” campaign, which challenges MORE: Audi produced an advertisement in China shamefully after age 25. (Image 6)

22 I Communicate