Gertrud Galing Turida & Felix Leonardo Hantara
Atma Jaya Yogyakarta University
THE BRIEF: BREAKING THE GENDER BIAS IN ADS
Brands are risking their business competitiveness and sales by alienating customers through these gender stereotypes. The market is demanding more relevant advertising to better reflect shifting social expectations.
Gender equal advertising is not only about increasing the visibility of women in ads, its also about how they are portrayed. Research suggests women tend to be sexually objectified and/or portrayed in disempowering ways—as peripheral or subordinate to men. Gender equal advertising seeks to prevent intended and unintended objectification and disempowering portrayals of women.
Moreover, gender equal ads do not seek to portray women in empowering roles at the expense of men. Rather, they recognize that men too are limited by gender stereotypes—for example, the stigma associated with men performing caring roles or showing emotions. Ads that mock women or men for not confirming to gender stereotypes reinforce those stereotypes and the inequality that they create.
SAY HI TO US,
Galing (gertrudgaling@gmail.com) & Felix (felix.leonardo.06@gmail.com)
THANK YOU.
