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Lead change from the top. “If you try to be diverse for the sake of being diverse, it’s going to fail,” Jeff Shell, chairman of Universal, the studio behind Straight Outta Compton, told Variety. This … Can agencies commit to similar targets? In 2016, a variety of minority-directed movies were critically acclaimed, including Moonlight, a coming-of-age story about a young African-American man, and Fences, starring Denzel Washington. And according to data from the Geena Davis Institute, out of the top 100 films of 2015, female-led films generated nearly 16% more at the box office than movies with a male lead. The platform emphasizes supply chain transparency, ingredients with benefits “backed by real science,” and simple, clear aesthetics. Gender bias in portraying Women in Advertisements When promotional events are held for advertising cars, how many of you have seen an attractive male model standing alongside? “Even though we see a huge disparity in ownership, we still had a few potential investors aggressively challenge the importance of investing in female media entrepreneurs,” says Mavros. In this case, some women feel the word “aggressive” is masculi… Gender bias is developed at an early age, when children absorb and observe almost everything around them. In the study, Google also took a deeper dive into the top 100 ads across industries. Globally, women control $39.6 trillion (about 30% of the world’s wealth) and by 2020 they will control $72.1 trillion, according to Boston Consulting Group. The research also examined the content of speech for men and women in ads. Total Jobs has looked at research on language in advertising, gender in the workplace, and related topics to create the Gender Bias Decoder. But beyond the marquee case studies, is the advertising industry making strides toward improving representation of women overall? The media is full of bias, both sexually and of genders. Fans and critics have also widely recognized how a woman behind the lens affected important choices and nuances in the movie that were central to its triumph. The editors of Hotdog magazine, a poetry journal, draw design references from brutalism, DIY/zine culture, QR codes, cursors, and grid lines. For more research, expert commentary on gender in advertising, and examples of how a women-first approach to visual language is influencing Hollywood, print media, and products, download Gender Bias in Advertising: Research, Trends and New Visual Language. Wherever decisions are made. ... “With advertising, we can make gender equality normal. The ASA banned this VW advert for 'harmful gender stereotyping' – video The ad for Volkswagen’s electric eGolf vehicle showed a series of scenes including a … An article in “The Women’s Foundation” describes this situation quite well. In ads for perfumes for men, the man is generally shown to be dominant and more appealing to girls due to the perfume. Required fields are marked *. The new rule in the Advertising Codes, which will apply to broadcast and non-broadcast media (including online and social media), states: [Advertisements] must not include gender stereotypes that are likely to cause harm, or serious or widespread offence. “Obviously, we have a targeted user who is predominantly female,” Baker says. “Femvertising” ad campaigns can generate great press, and may even cause real change in society. Ads depicting men only were five times as common as ads depicting women only: 25% and 5% of all ads, respectively. “A few heated arguments and door slams later, I am proud to say we are founded and run by women, our investor has a female chief executive at the helm, and even our board of directors is all-female.”. Paradoxically, they may make it easier to overlook the fact that, on the whole, the advertising industry has stalled in its efforts to represent women proportionally and realistically. Willow is billed as “the only wearable breast pump that fits in your bra, moves with you, and goes wherever the day takes you.” It helps track the amount of milk collected, the collection date, and the length of each session. Willow, a smart connected breast pump, was named the best wearable device of CES 2017 by the tech site Digital Trends. Considering the extremely low percentage of female creative directors in advertising, she adds, the results of the latest study may not be so surprising. The study found similar percentages when it comes to speaking time. It charts emerging and future global trends, consumer change, and innovation patterns—translating these into insight for brands. Ref. “Technology advances in data sciences and machine learning give us new ways of shining light on media content, at scale and with an unprecedented level of detail and accuracy,” says Shri Narayanan, Niki & C. L. Max Nikias Chair in Engineering, University of Southern California. Lines of dialogue spoken by men were about 29% more likely than lines spoken by women to contain words associated with power, and 28% more likely to contain words associated with achievement. The Innovation Group is J. Walter Thompson’s futurism, research and innovation unit. For example a 21% handicap might give the man the edge in terms of: Getting a job interview; Being hired for the job; Getting the raise and/or promotion Placing women in decision-making roles encourages more representative creative work, and can add new dimensions to outdated, gender-based stereotypes. Thalia Mavros, founder of media platform The Front, places female ownership at the core of her business model. Women-led Hollywood blockbusters and flashy “femvertising” campaigns command our attention as powerful examples of female representation. S This advertisement about housewives shows gender bias and suggests that women are needed to cook for her husband and do all the house works for him. And Wonder Woman is only the latest in what looks like a Hollywood sea change. Your email address will not be published. There was a female-led Ghostbusters reboot, and women will also front the upcoming Ocean’s Eleven spin-off, while 2019’s Captain Marvel with Brie Larson will ensure that more female leads are added the superhero blockbuster genre. No wonder women hide them in the bathroom cabinet. Getting dinged on a customer satisfaction score is just one example of how this Gender Valuation Gap might play out. Rap biopic Straight Outta Compton made almost $200 million, becoming the highest-grossing biopic of all time. But we’re more likely to see that sort of work created about women if it is created by women.”. They share a frank, sophisticated, empathetic tone, convenient subscription models—and sleek designs akin to beauty products and luxury personal care. Interview questions. So by having a completely female-identifying contributor base, we are acknowledging that fact as well as working to rectify that,” they say. Gender Role Bias in Advertising Gender role bias in advertisements has been so prevalent for so long that the untrained eye wouldn't even discern it. It’s time to step up now. The research found that women consistently accounted for only about one third of all characters in commercials, across all years tested. In 2006, 42.3% of commercials featured women speaking for 20% or less of the time spent on dialogue, compared to 41.7% in 2016. At Refinery29, editors committed to publishing 67% of images of plus- size women—the same percentage of the female population that is size 14 and up. 85% of women say film and advertising need to catch up to the real world when depicting women. are of the male sex. Research, Trends and New Visual Language Gender Bias in Advertising 2. “Gender Bias in Advertising” emerges from earlier work by the Geena Davis Institute to create a tool to analyze gender representation in entertainment media. Lola, whose tagline is “This too shall pass” offers organic cotton tampons by subscription, packaged in pale blue and white. “It’s really disappointing that despite increased awareness of the issue, women are still not being represented in advertising with the frequency, intelligence, or gravitas as men,” says Piera Gelardi of Refinery29. Assistant Editor: Mary Cass In response, Refinery29 launched Shatterbox Anthology, a film series “working to cultivate and spotlight the voices of women behind the camera, telling stories outside the narrow lens of the overwhelmingly male-dominated industry.” Films supported so far include Kitty, Chloë Sevigny’s fantastical meditation on childhood; The Tale of Four, a poetic rumination on dignity in crisis by Gabourey Sidibe; Come Swim, a surreal vision by Kristen Stewart; and 50/50, a timely women’s rights documentary by Tiffany Shlain. For more information, visit jwtintelligence.com. For example Admin, Creative & Design, Hospitality & Catering, HR & Recruitment, PR and Travel. Women’s consumer technology is also witnessing a new wave of female- centric products—sleek, ergonomic, and designed to fit into women’s lives. “We assumed that in advertising, given that women dominate purchasing, that commercials would have much greater female representation,” says Di Nonno. “We’re beginning to understand that it’s not just about high profile wins, or campaigns, but it’s about creating a mass volume of images that present positive alternatives and about having a relentless commitment to the normalization of female power in all forums and spheres,” says Pam Grossman, director of visual trends at Getty Images. “In 2016, only 7% of the top films were directed by women. Men get about four times as much screen time as women. Men speak about seven times more than women. This advertisement also offers that all wives should work harder for their husband and to look 'cuter'. According to a survey conducted among delegates at Campaign Underground, 12 percent of people have a gender career bias, associating certain types of activity or labor with a specific gender. To explain UNESCO’s actions and strategic partnerships to fight gender stereotyping in advertising and the media, the OECD Friends of Gender Equality Plus Group* invited Ms Saniye Gülser Corat, UNESCO’s Director for Gender Equality, and Ms Christelle Delarue, Founder and CEO of Mad&Women, to speak at a panel intervention organized on 11 September 2019. US publishing trade group MagNet found that, in 2015, newsstand revenues from women’s magazines declined by around 14.5% on the previous year, outpacing the 13% overall decline in newsstand magazine sales. We’ve seen movements for gender equality in Hollywood, in Silicon Valley — and even on Madison Avenue. “This Girl Can” campaign from Sport England In 2017, discussions around gender and media have reached a fever pitch. In the studio. Founded by Academy Award winning actor Geena Davis, the Institute works collaboratively within the entertainment and media industries to achieve systemic cultural equity and inclusion onscreen. But the experience of the Geena Davis Institute has shown that the systemic problems that produce skewed gender representation can’t be solved simply by adding female characters. Madeline Di Nonno, the dynamic CEO of the Geena Davis Institute on Gender in Media,said , “By changing the narrative, the images we use, the stories we tell about women, we can dramatically change the way the world values women and how women and girls see themselves.”, Furthermore, Brent Choi, Chief Creative Officer of J. Walter Thompson New York, observed: “What this research shows is that our industry has tent-pole moments, amazing actions or campaigns when we all rally around women, but when it comes to creating our ‘regular’ ads for our ‘regular’ clients, we forget about them.”. All copyrights reserved © 2019 - Open Face Media Inc. We’re finally able to answer these questions with the same rigorous, data-driven approach that informs so many other important decisions in advertising. Recent years have seen a plethora of new women’s print magazines and platforms presenting an expanded view of women, while traditional women’s glossies are struggling to keep up. Additional research was conducted, supporting the automated analysis, by the Geena Davis Institute. Improving women’s representation in film is a long-term task, but the advertising industry could effect change sooner. It offers Girlgaze, a project by the English photographer and media entrepreneur Amanda de Cadenet, bills itself as “the first multimedia platform committed to supporting girls behind the camera.” The project aims to help women break into the photography industry by raising awareness of how women tell visual stories. For more research, expert commentary on gender in advertising, and examples of how a women-first approach to visual language is influencing Hollywood, print media, and products, download Gender Bias in Advertising: Research, Trends and New Visual Language. “Even TV can take longer, so when you think about the mass volume of production of advertising, advertising can take advantage of cultural trends far easier than scripted television and film,” she says. As she points out, a group that comprises around half of the world’s population is not “niche.” “It’s because so many of the people at the top of these industries are still straight, white older men,” adds Grossman. Articles cover topics from Scandinavian fashion and UK prime minster Theresa May to sexism in sports and the latest buzzworthy binge-watch on Netflix. In 2017, discussions around gender and media have reached a fever pitch. A wave of female entrepreneurs is introducing a new visual language for feminine care, with tampon and menstrual underwear startups that are redefining the category. It found that females are more likely to wear revealing clothing and are shown more often in the kitchen, cleaning, and shopping — as opposed to males who were often shown driving, working outdoors, or … “We now know that simply adding women to scripts will not solve gender inequality in entertainment media,” says Heldman. “Women’s interest” titles have suffered declining fortunes in recent years on both sides of the Atlantic. Our audience is diverse.”. “In this space, normally, everyone focuses on the baby. “What this research shows is that our industry has ‘tent-pole moments’ — amazing actions or campaigns when we all rally around women,” says Brent Choi, chief creative officer of J. Walter Thompson New York, “but when it comes to creating our ‘regular’ ads for our ‘regular’ clients, we forget about them.”. All the same, these biases, for the most part, put women in subordinate positions and men in dominant ones. As in so many other areas, it will come down to who’s making the films. None of these brands would look out of place among fragrances and luxury skincare products. From the lack of retouching, to the confident poses (forget the male gaze), the campaign was celebrated for championing body positivity for women of all shapes and sizes. Representation behind the scenes is just as important as representation on screen. In 2006, 43.6% of all commercials featured women on screen for 20% or less of their duration. An advert for baby formula Aptamil was accused of reinforcing gender stereotypes The review found that "harmful stereotypes can restrict the choices, aspirations and … The success of Wonder Woman sparked discussion about the need for more female directors, writers and producers. This meant that male characters were far more diverse than female characters when it came to age. Top brands like Nike and Lego do that every day in a positive way by inspiring generations of athletes and awakening creativity and imagination through play, respectively. “A female director will most likely shoot the same scene in an entirely different way and with a different perspective—one that takes into account female ambition, desire, fantasy, agency, not to mention realistic physiology.” Grossman notes that academic concepts such as the “male gaze,” once little-discussed outside liberal arts campuses, are now part of mainstream cultural discourse in a way that seemed unlikely until very recently. “Advertising can be the most powerful change-maker in the world because of its unique relationship to television,” says Di Nonno. It was done by the Geena Davis Institute and J. Walter Thompson, using the Institute’s GD-IQ – an Automated Analysis Tool, funded by Google.org. “Representation matters because the stories and images we see have the power to shape how we view ourselves, each other, and the world around us. New joint research from the Geena Davis Institute on Gender in Media at Mount Saint Mary’s University and J. Walter Thompson New York, funded by Google.org and developed at the University of Southern California’s Viterbi School of Engineering, analyzed more than 2,000 English-language films from the Cannes Lions archive to put numbers to the challenge of female representation in advertising, and get a sense of whether the situation is changing. Our research focused on analyzing advertisements themselves, rather than the industry that produces them. Meanwhile, for women,… Read More »Gender bias in Advertising The Geena Davis Institute’s prior analysis of Hollywood films has also shown that the gender composition of the teams behind them has a powerful effect on how they turn out. It shows that despite the wording of the job adverts, job interviews and final selection have their own bias. A ban on adverts featuring "harmful gender stereotypes" or those which are likely to cause "serious or widespread offence" has come into force. On the board. The same trends play out at the box office: The female-fronted Star Wars: The Force Awakens was 2015’s highest-grossing movie, taking more than $2 billion worldwide. • The Geena Davis Institute is a project of Mount Saint Mary’s University, a nonprofit charity exempt from federal income tax under Section 501(c)(3) of the Internal Revenue Code. “Victoria’s Secret holds over 50% market share in the US and has so many problem areas, from their stereotypical marketing and receiving the lowest rating for production practices to their hugely disproportionate CEO pay, which was over $40 million in 2014,” says Lonely founder Helene Morris, quoted on Forbes.com. If she can see it, she can be it.™ • Terms • Privacy Policy • For Our Members Access. Contributors include Yara Shahidi, an idol for generation Z, dancer Maddie Ziegler, and TV host Alexa Chung, while a roster of female- identifying photographers rounds out the group. I unleashed a powerful discussion around the topic. Lena Dunham and Girls co-star Jemima Kirke drew positive attention for starring in a campaign for Lonely, the New Zealand–based lingerie brand. In response to longstanding sexism in advertising, industry leaders such as Madonna Badger are highlighting how objectification of women in advertising can lead to unconscious biases that harm women, girls and society as a whole. This analysis was based on verbal, physical, occupational, and social cues plus other factors. Part of this is to do with the decline of print overall, of course, but something more fundamental is also happening: women simply refuse to consume media in publications that reflect the silos that are convenient for advertisers. Ritual, a vitamin delivery startup “created for and by women who wouldn’t settle for less than the truth,” offers Essential for Women, a daily vitamin dose designed for women (men can take them too, of course, but Essential for Women “provides a little more iron than the average guy needs”). “We wanted to show women that there is another way to build and sustain a company; strengthening and supporting our manufacturers’ businesses and lives, producing imagery that gives our daughters confidence, not insecurities, and not being greedy as a company and as individuals. While both genders spoke lines that could be understood by the average fifth grader, women’s spoken dialogue was slightly simpler than men’s. From the Women’s March to high-profile sexual harassment trials to the increasing number of female protagonists gaining audience recognition in an age of “peak TV,” women are ensuring that their concerns are heard and represented. Men are almost twice as likely to be funny than women in the ads. This article originally appeared on www.jwtintelligence.com Gender Bias Decoder. This field is for validation purposes and should be left unchanged. This is a subtle one. One in ten female characters were shown in sexually revealing clothing – six times the number of male characters. “We still see a huge discrepancy between the number of women and men published in journals. Why do tampons come packaged in turquoise and pink, with designs featuring silhouettes of women running? My skin, My way - 2018 Gillette campaign celebrating all women and skin. Mushpit, a women’s magazine that satirizes the fashion industry, has tapped into digital nostalgia, drawing design cues from early clip art and vaporwave aesthetics. All rights reserved. Ten years later, the figure had barely budged, reaching only 36.9%. Take, for example, the stark contrast between the portrayal of men and women in advertisements selling perfumes, scents or deodorants. Who makes these decisions? In many instances—from the directors to product developers—it is men. And, many of these resulting gender biases are created by advertising. Cora organic tampons are presented in chic black and white packages with minimalist copy. In January, The Birth of a Nation, the story of the Nat Turner rebellion, smashed Sundance records when Fox Searchlight bought it for $17.5 million. Ask yourself one simple question: Do you interview men … All of these things are so important to us and essential if we want to make this world a better place to live in.”. Right now, agencies can decide to consciously shift their next pieces of work—to break the norm by creating something different. Fémme and Kali, packaged in understated pastels, are two additional recent additions to the tampon market. a suite of consultancy services, including bespoke research, presentations, co-branded reports and workshops. “We have to write female characters with more screen time, more speaking time, more prominence in the storyline, with more personal agency, and without objectifying them.”. The analysis revealed that there were twice as many male characters in ads than female characters, 25% of ads featured only men while only 5% of ads featured only women, and 18% of ads featured only male voices while less than 3% of ads were featuring female voices only. “The idea was that the people who wanted to buy lipstick were in some way stupid, and the politics people were much too serious for lipstick.”, Fed up with such notions, Baker launched The Pool, a multi-media site for women on the move, in 2015. Madeline Di Nonno of the Geena Davis Institute points out that, while advertising is often created on short timelines, films can take two years or longer to complete. Supporting the automated analysis, the Geena Davis Institute on Gender in Media research team conducted additional research, identifying age, location, objectification, and other personal characteristics associated with prominent characters. CMO, J. Walter Thompson New York, Editor: Shepherd Laughlin Ads that show a man or a woman failing to achieve a task specifically because of their gender Ads that feature a person with a physique not typically associated with their gender… But its reach is no less impressive: since launching in 2014, nearly 40,000 images have been downloaded through the collection, while Lean In images have been licensed in more than 95 countries. Watch the challenger brands springing up to fill (or even create) a niche market—they’re often a valuable indicator of where culture is headed. Measured by speaking time, men had three times as much. Women were 48% more likely to be shown in the kitchen while men were 50% more likely to be shown at a sporting event. Don’t be that guy. Advertising, gender and society: A psychological perspective (Routledge; £34.99) by Magdalena Zawisza-Riley, reviewed by Deborah Adeleke. From its first campaign for menstrual underwear, which featured bold, suggestive images of dripping egg yolk, to its sleek design, to its pithy tagline “Underwear For Women with Periods”—later updated to “Underwear For People With Periods” to include the trans community—the emphasis was on reality. It was trailblazing not only for being the first DC/Marvel superhero film to feature a female protagonist (following 19 male-led films since the movie franchise launched in 2008), but also because its director, Patty Jenkins, is one of only three women to direct a live- action film with a budget of over $100 million. Advertising has a lot of gender bias and discrimination. We are the only research-based organization examining representation of six identities: gender, race, LGBTQ+, disability, age, and body size. “But I think the whole idea of the ‘women’s interest’ magazine section is just gone.”, Ladybeard, a UK print title launched in 2015, has the high-quality production values of the standard glossy but aims to “revolutionize the content.” Coeditors Kitty Drake, Madeleine Dunnigan and Sadhbh O’Sullivan chafe at “women’s interest” media, finding its financial motives all too apparent. This analysis was based on verbal, physical, occupational, and social plus... Of genders “advertising can be the most recent example is Wonder Woman is only the latest buzzworthy binge-watch on.! Products related to menstruation is often veiled in bizarre euphemisms ads are mostly in their 20s while men almost! And the latest in what looks like a Hollywood sea change and workshops empowerment simply! 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