Women Laughing At Salads Not Good Enough For Female Portrayal In Media

Women Laughing At Salads Not Good Enough For Female Portrayal In Media
SHARE
THIS



Type ‘woman eating alone’ into any stock image website, and chances are you’ll get a whole bunch of ladies laughing into their salads.

According to iStock director of creative planning, Rebecca Swift, these types of photographs take place as a kind of “iconography”, an inherent part of society’s portrayal of women.

“Something happens and it just becomes iconic,” she told B&T, citing the example of retro housewife ads and how they encouraged women to return to the home after men came back from war.

“Then we just got into a comfort zone.”

But it’s not the 50s anymore, and Swift shared that of the top three most used search terms on Getty Images, ‘woman’ was number one, meaning it’s about time the photography industry, and subsequently the advertising and media industries, start representing women in a more authentic way.

And it’s this train of thought that inspired Getty Images to team up with LeanIn.Org, the women’s non-profit founded by Facebook COO Sheryl Sandberg, to expertly curate images devoted to the powerful depiction of women, girls and the communities who support them.

“It’s about time we get up on our soapbox more,” Swift said, adding that women are doing great things, but your typical female stock image doesn’t accurately reflect that.

The Lean In Collection on iStock by Getty Images is crowd sourced from iStock’s global contributor community, which benches well over 130,000 happy snappers, and after first launching in February last year now reaches into 72 countries, including, as of yesterday, Australia.

Expanding down under was a big deal for Swift, who told B&T that while women are moving up the ranks of decision makers in industries like advertising, they are still dealing with the “huge weight of male history”.

“The old dinosaurs are dying and women are rising up,” she said. “And with more women guiding [photo] shoots in the industry, things will change.”

“But there will always be customers who use ‘woman laughing at salad’ images.”

Proving that she’s onto something and that the photography of women is shifting, Swift shared the most used female stock image from 2007:

Top-Images-Getty-Woman-569x640

And 2012:

istocklady

We’ve moved from naked spa lady perfectly posed to a woman who was snapped by her boyfriend en route to a Scottish hiking holiday, so we’re off to an alright start, Swift said.

Interestingly, searches for ‘female business executives’ jumped 350 per cent in the last three years, to which Swift asked, “Why was no one searching this before?”. Searches for ‘dad changing nappy/diaper’ have also climbed up by seven times its original number in the last three years.

“Getty Images has chronicled this cultural shift over the last three years and we’ve seen searches for female imagery evolve from domestic roles,” she said.

“The demand for these images is both indicative and important, and we are excited to announce our commitment to expand the footprint of the Lean In Collection in Australia and place these images in the hands of a broader cross-section of users.”

And according to VenusComms founder and creative director, Bec Brideson, initiatives like Lean In are helping Aussie brands along in their choices of depicting real Aussie women.

“Women are responsible for around nine out of 10 purchases,” she said. “But 91 per cent of advertisers don’t engage with or understand women’s needs.”

“To be commercially clever, brands need to understand what resonates with women and the Lean In series nails it.”

You can check out the Lean In Collection on iStock by Getty Images here.

Please login with linkedin to comment

Latest News

QMS Goes West With ‘The Leeder’
  • Advertising
  • Media

QMS Goes West With ‘The Leeder’

QMS Media continues to expand its digital portfolio across Western Australia, switching on an iconic billboard in the heart of Perth. Following the launch of two new digital billboards in the major WA regional centres of Bunbury and Kalgoorlie in recent months, ‘The Leeder’ further delivers on QMS’ digital expansion strategy out west. Positioned at […]

PR Firm Text100 Wins NetApp Account For APAC
  • Marketing

PR Firm Text100 Wins NetApp Account For APAC

Global marketing communications agency Text100 has announced it been appointed by data management company NetApp to drive its brand transformation effort across the Asia-Pacific (APAC) region. Following local competitive pitches conducted across the region, Text100 has been appointed as the APAC lead agency out of Singapore, and as the local agency of record in Australia, […]

MFA Awards 2017 Winners Revealed!
  • Advertising
  • Marketing
  • Media

MFA Awards 2017 Winners Revealed!

B&T once again donned the tux, applied the Brut, and primed the liver for last night's MFA Awards in Sydney.

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant
  • Media
  • Technology

Concrete Playground Launches Voice-activated Nightlife Guide With Google Assistant

Digital publisher Concrete Playground has unveiled a new app that helps Millennials plan their night out using voice control – the first of its kind to become available in Australia. Concrete Playground’s Guide to Tonight now works with Google Assistant, making it available on a range of Google devices and helping people to decide what […]

Digital Agency Inlight Secures Two Key Client Wins
  • Marketing
  • Technology

Digital Agency Inlight Secures Two Key Client Wins

Independent agency Inlight has announced it has won the digital account for Benetas, a not-for-profit aged care provider in Victoria. Following a competitive pitch process, Inlight was chosen to handle Benetas’ new website design, build and ongoing optimisation. Richard Barker, marketing manager at Benetas, said: “We wanted an agency that could be our true digital […]

AMI Awards 2017 Winners Revealed!
  • Marketing

AMI Awards 2017 Winners Revealed!

With almost 30 awards handed out, B&T predicts plenty of numb bottoms at last night's AMI Awards in Melbourne.

Clems Sydney CEO Andy Pontin Quits
  • Advertising

Clems Sydney CEO Andy Pontin Quits

Sure, B&T flashed the news of Andy Pontin quitting this morning. White lies aside, he's actually still got six months.

by B&T Magazine

B&T Magazine
Adobe MAXes Most Creatives In A Room Record
  • Advertising
  • Media

Adobe MAXes Most Creatives In A Room Record

B&T's journo is reporting live from the annual Adobe Summit in Vegas. Although, "reporting" is somewhat of a stretch.

Opinion

by David Hovenden

David Hovenden
Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses
  • Marketing

Digital Women’s Network & The Australian College Of Marketing Unveil Latest Short Courses

The Australian College of Marketing is collaborating with the Digital Women’s Network to bring new short courses aimed to provide the latest skills across all aspects of the Digital landscape, kicking off in Melbourne and Sydney in 2018. Course content will focus around various topics related to the digital marketing landscape. All courses will run […]

Man working at office desk, looking at computer and scratching head
  • Technology

Where Are Digital & Tech Skills & Salaries Headed?

The rapid pace of technological change in the digital sector is seeing demand for those with the right skill sets outstrip availability, both locally and globally. The individuals who have kept their skills up to date are being well-rewarded financially. Now, Digital + Technology Collective’s expanded annual Skills and Salary Survey will put some numbers and context […]

Disney & ESPN Unify Sales & Partnerships Teams
  • Advertising
  • Marketing
  • Media

Disney & ESPN Unify Sales & Partnerships Teams

Disney and ESPN have formed an even closer bond, announcing a new alignment of the two properties through their media sales and partnerships teams. Instead of entering through three doors, Disney ESPN Media Sales & Partnerships will give media buyers and marketers a refined, singular point of entry for Disney, ESPN Digital and Maker. Nik […]

by B&T Magazine

B&T Magazine
Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends
  • Advertising
  • Marketing

Sydney Start-up Muzaara Partners With Commission Factory To Turbocharge Digital Ad Spends

Sydney-based adtech start-up Muzaara has announced a new strategic partnership with performance marketing platform Commission Factory. Together, Muzaara and Commision Factory are providing SMEs with a secret weapon to skyrocket their online brand visibility and effectively manage and maximise their online advertising campaigns. This partnership will allow both online marketing companies and their impressive roster […]

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine