Community responses to gender portrayals in advertising paper explored 70 community members’ responses to gender portrayals in advertising, in order to identify potential pathways forward to promote gender equality in the advertising industry.
Community members identified a need for increased industry and community awareness about the negative impacts of stereotyped and sexualised gender portrayals. They shared their expectations around the industry to take action in improving portrayals, and there to be more focus on enforcing regulation around this issue.
“I think one ad itself cannot be harmful, but when you see thousands of these ads, especially for … young girls – and boys … they see … what standards are for when they group up… I think it will become more harmful” – female participant.
Addressing gender inequality in advertising will require a collaborative effort that involves industry, government and the community.
Check out the full report here.