Science Says “Stop Stereotyping”
In this guest post, Maricel Marquez (pictured below) from The Leading Edge Australia explains how the use of marketing science can validate, and in turn invalidate, set assumptions used in Australian advertising.
Conversations around gender and media has taken the limelight in 2017. We’ve witnessed Women’s March dominate discussion, televised high-profile gender discrimination trials, and most recently, a tech giant try to navigate the industry’s gender representation issue.
As part and parcel of these conversations, gender representation in advertising has always been tricky. It has been examined expansively in the last few decades, and still remains immensely relevant today, so much so that tough new rules on gender stereotyping in advertising are being introduced in the UK, with the ambition to end outdated expectations and ensure ads don’t mislead, harm or offend. While many have welcomed the decision, the issue is a hot topic among marketers, short of taking the defensive stance.
This begs the question of how pervasive are gender-differences in advertising that it warrants regulation?
The head of UN Women has spoken in an interview about how countries such as Iceland, with high gender equality compared to those with very little in the way of equal rights like Yemen, still continue to struggle with creating positive portrayals of women in adverts.
Speaking as part of the same interview, the head of the Geena Davis Institute on Gender in Media commented on how its recent study based on winning Cannes ads over the last decade provided even more persuasive proof. Males in ads are twice likely to be given the funny, comedic parts, and female characters are six times more likely to be shown wearing provocative clothing. Males are also more likely to be shown with a job, while female characters are 50 per cent more likely to be shown in a scene that takes place in a kitchen. Men are 62 per cent more likely to portray characters in intelligent roles such as doctors or scientist, as compared to women.
These portrayals of gender roles in media are harmful and drive unfair outcomes, especially for younger people. This has been the finding of the research cited by the Advertising Standards Authority, which drove the initiative in UK. While Australia has laws that apply to discriminatory advertising, the industry is largely self-regulated.
In an effort to respond to the agenda of gender diversity, a few campaigns have highlighted the challenge. Last year, ANZ Bank launched a campaign that shows girls being paid less than boys for the same amount of chores. P&G told a strong story through its #LikeAGirl campaign, garnering over 62 million YouTube views.
However, self-regulated advertising criteria sets the bar especially low.
Rigorous experimentation to validate or invalidate a set of assumptions is crucial. Accurate and insightful marketing research, backed up by a rigorous scientific methodology, ensures that campaigns are targeted without perpetuating outdated perceptions. Insightful research has to be compelling and have an unprecedented level of detail and accuracy. This is the best time for the marketing industry to leverage on the data sciences and technological advances to give us new ways of shining light on media content.
Google is one such company making good use of data analytics in understanding the market. Using their advanced analytics technologies, they’ve developed an Automated Analysis tool to analyse audio and media content and have been able to provide definitive proof on the prevalence of gender-role advertising. The new research, called Unpacking Gender Bias in Advertising, shows how hard science can change the narrative, not just by eliminating potential unconscious biases in content but in offering objective tools to shape content.
Ultimately, staying relevant to changing customer profiles makes a successful campaign. With marketing science keeping a finger on the pulse of a moving target, we can be guided on delivering content that drives a progressive and inclusive representation of gender.
Please login with linkedin to comment
gender representation gender stereotypes Maricel Marquez The Leading Edge AustraliaLatest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.