This document provides an in-depth analysis of the representation of women in advertising, highlighting the persistence of sexist stereotypes and the need for change in consumption patterns. It explores the impact of the #MeToo movement on the advertising industry and the efforts of companies to address these issues.
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[...] Seen in December 2018 (Parisian bus shelter display) - L'Obs -Sexism rate: 100% One example among many of sexist iconography in advertisements under articles, which we hope will be automated, in which case it's just a matter of changing the algorithm. As well as the software used by humans who are behind it - Playmobil -Sexism rate: 100% Boys as firefighters and in action, girls taking care of children and others, with cute hearts on pink background. For Easter 2018, Playmobil offers cute sexist eggs. [...]
[...] And women: with submission, with ease. Some men's costume ads have been banned in Italy and Spain, considered a real incitement to rape. PART Evolution of Society, Evolution of AdvertisingÉ 1. The Influence of #METOO How is it that there are still stereotypes in advertising? Excerpt from How is it that there are still stereotypes in advertising?, published in espub.fr If it's been a few years since the use of stereotypes in advertising has been pointed out, it's with the #MeToo movement that everything has accelerated In the cinema, in fashion, in hierarchical relationships or in advertising, everyone has taken their share. [...]
[...] In advertising, the myth of the 50-year-old housewife still resists. Excerpt from the article 'In advertising, the myth of the 50-year-old housewife still resists' by Alice Huot, in ladn.eu In 2019, despite talking about inclusivity and the end of gender stereotypes, advertising is still stuck in the 1950s (or even earlier). Women continue to be relegated to the role of the housewife - perfect or not - while men drive big cars. A Kantar study. The latest AdReaction study by Kantar reveals that in terms of advertising and gender, there is still a lot of work to be done. [...]
[...] What image does advertising give of women on television? How to evaluate the degree of sexist stereotype contained in the advertising messages broadcast on the main channels during peak hours? The numbers sometimes speak louder than words. Establishing a diagnosis on precise and quantifiable criteria allows for a response, based on a useful dialogue with all the concerned actors. It is to this exercise that the Council has devoted itself, to respond to the new mission entrusted to it by the legislator on January 27, 2017: 'The Higher Audiovisual Council ensures the image of women who appear in advertising broadcasts'. [...]
[...] This is what we need to discuss with all stakeholders, advertisers, agencies, creatives, and media. Together, we can better identify the problems and the progress to be made. The sector itself has begun to tackle the issue. Some professional organizations (UDA, UDECAM) have put the subject on the agenda of their reflection work. By providing a quantified study, the CSA is putting elements on the table to better debate. The goal is obviously to encourage the changes already underway, which have eliminated the most degrading images of women's supposed behavior. [...]
