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

advertisements Outdoor Media Restructure shaun davies The Newspaper Works

Latest News

Atomic 212° Wins BMW Group’s Media Planning & Buying
  • Media

Atomic 212° Wins BMW Group’s Media Planning & Buying

Following a competitive pitch process with representation from major agency groups, BMW Group Australia has appointed Atomic 212° as the lead agency to manage their media planning and buying. The appointment is effective from January 1st 2021 and is a testament to Atomic 212°’s data-led smarter, faster and accountable media model. The account will sit […]

Deliveroo Turns On Beach Delivery For This Summer
  • Media

Deliveroo Turns On Beach Delivery For This Summer

With temperatures up to 40 degrees across Australia last week, it’s safe to say it’s officially Summer weather. Enter beach delivery by Deliveroo to guarantee a sand-free sandwich or burger whilst you enjoy the rays and waves. From 2 December, Australians nationwide will be able to set many of the country’s 10,000 beaches as their […]

Ex-Hogarth Executive & Fusion Co-Gounder Bucks Agency Model With New Product Design Firm, Diagram 
  • Advertising

Ex-Hogarth Executive & Fusion Co-Gounder Bucks Agency Model With New Product Design Firm, Diagram 

John Chaplin (pictured), former Chief Product Officer of Hogarth Australia and Co-founder of award winning digital agency Fusion, has launched a new digital product design company, Diagram. Based in Sydney, Diagram are a collective of creators and makers who partner with individuals, agencies, startups, business and industry to design and build considered, elegant digital products. […]

Salesforce Makes Moves In Automation And Digital Transformation As Part Of Dreamforce 2020
  • Media

Salesforce Makes Moves In Automation And Digital Transformation As Part Of Dreamforce 2020

After announcing the mega acquisition of workplace chat company Slack yesterday, tech giant Salesforce has made a raft of announcements as part of this year’s annual Dreamforce event, which has been held virtually. Headlining the announcements was news of Salesforce Hyperforce, which comes as a reimagination of the company’s platform architecture built to securely and […]

Marketing strategy on digital mobile platform - cross-device tracking programmatic advertising and multi targeting with laptop and mobile phone gadgets.
  • Media

DoubleVerify Launches Publisher Suite For Digital Publishers

DoubleVerify has today announced the launch of the DV Publisher Suite, providing the measurement, insights and tools digital publishers need to improve ad delivery, assess inventory quality and maximize yield. For publishers, generating revenue has never been more complex. Today’s demand-side landscape consists of thousands of potential buyers, each with their own unique requirements, transacting […]

Chocolate Cookie  -Photographed on Hasselblad H3D2-39mb Camera
  • Technology

Verizon Media Launches ConnectID As A Cookie-Less Solution

Verizon Media has announced the launch of its new unified identity solution, Verizon Media ConnectID. Built on the foundation of Verizon Media’s consumer-first values and market-leading advertising technologies, the new unified ID solution is designed to support advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and […]

Fleur Head Steps Into MD Role At VMLY&R New Zealand
  • Advertising

Fleur Head Steps Into MD Role At VMLY&R New Zealand

VMLY&R NZ announces Fleur Head is stepping into the role of Managing Director VMLY&R New Zealand following the resignation of current MD James Mok. Head was previously Managing Director of VMLY&R Wellington. Wellington-based Head, who has more than 25 years agency and management experience across both the Auckland and Wellington markets, will lead VMLY&R NZ […]