Page 24 - Communicate

Q1 2018 | X-PERT FILE

A. BRAND ATTENTION INDEX: PRESENCE OF KIDS B. COPY EFFECTIVENESS INDEX (CEI) C. PPS INDEX: AD WHICH HAVE SEX/NUDITY

The scores are expressed as indices based on the average for the score within dataset (Avg=100)
130
120 108
100 96 93 104
83
80
YES NO YES NO YES NO
60
40
20
0
Source: Ipsos Ad Database in APAC & MENA, n=1500+ Source: Ipsos Ad Database in APAC & MENA, n=1500+ Source: Ipsos Ad Database in APAC & MENA, n=1500+
cases. Brand Attention Index is a measure to understand cases. CEI is a measure of success of ad defined cases. PPS Index is an impact measure on Brand
the ability of a communication to win consumer by the ability of the ad to build Brand Attention & Desire based on Purchase Intent & Frequency of
selective attention and leave retained brand-associated Brand Desire. purchase/use.
impression.
7 8 9

Or take the example of Nike, which created can expect to see faster change in the future. Although the impact may vary from one cat-
powerful ads to challenge female stereotypes in Recently in Saudi Arabia, Nescafe’s commercials egory to another, objectifying women in this
Russia, Turkey and the Middle East. emphasized the equality of both genders in conversa- manner does not have a strong impact on the
tion, which was unthinkable a couple of years back. brand. It may attract more attention but as per
SO, HOW ARE ADVERTISERS EXPANDING THE Ipsos’ database, ads that have sex or nudity in
ROLES OF WOMEN IN ADVERTISING IN THE DE- THERE ARE MANY SUCH EXAMPLES, BUT THE the storyline have lower impact on the brand
VELOPING WORLD? One role that remains power- QUESTION IS, IS THIS EFFECTIVE? Ads that portray than those that do not. (Chart C)
fully important, although it is shifting, is the role women in a positive light have a higher chance Not only are such ads not effective for the
as mother. Women in developing markets still of success, as this makes the brand stand out in brand, objectifying women beyond what is natu-
play a more active role in parenting and spend, the crowd. Ipsos database analysis demonstrates ral, could also be harmful to individuals and our
on average, more time with their children when that ads, which make the brand stand out in a new society as a whole.
growing up. This theme is still used extensively way, have significantly higher chance of success. It will be interesting to see how the portrayal
by advertisers. Ipsos’ database also shows that In this regard, it may become more important of women’s roles will change in future, but the
advertisements that show bonding between mother to show a more realistic and balanced picture; initial efforts are quite encouraging. Several global
and children have a better chance of attracting a modern-day woman, who plays multifaceted bodies, such as the Cannes Lions, are recognizing
attention. (Chart A) roles and emerges as one who is, not only in the work done around gender equality in advertis-
Furthermore, when advertising household full control of herself, but also has the power to ing. So, why not play a pivotal role in shaping the
products, while the stereotype is shifting from influence others around her. (Chart B) way people traditionally think of advertising by
portraying women in subordinate, not authoritative As demonstrated by the Audi ad discussed being bold and challenging the status quo? Show
roles, there has been some progress by brands to earlier, advertisers need to be careful not to show what is the reality today in the world.
challenge these stereotypes. Storylines focused on women as objects in advertisements. It may be a As This Girl Can creator Tanya Joseph said
women empowerment are showing encouraging common belief that sex sells and therefore the tactic at Marketing Week, recognize that women have
success. For example, Cif’s “Christ the Redeemer” becomes taking advantage of the female sexual significant purchasing power: stop casting them
from Brazil tells a different story. There is move- image by equating it to the advertised product. Such in secondary roles or treating them like ac-
ment, but there is still a long way to go. (Image advertisements degrade women to some extent. cessories. If you are not ready to be bold on
7, 8 and 9) There are innumerable examples across various mainstream media, perhaps you can experiment
For categories targeted at both genders, there categories, including food and beverages, which with new ideas through digital channels. But
is a significant change where both men and depict women as sexual objects, but the question the cultural shift is happening, so it is time to
women play equals. This is promising, and one remains if this has a positive impact on the brand. be prepared.

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