Advertising, along with other forms of everyday media, plays a significant role in shaping community attitudes and expectations in relation to gender roles. Women and girls remain underrepresented in advertising portrayals, as well as gender stereotyping and sexualisation and objectification of women in advertisements remains prevalent.
The good news is, advertising can play a transformative role in promoting gender equality through the use of diverse, realistic and respectful gender portrayals. The work undertaken by RMIT Universities, Dr Lauren Gurrieri and Dr Rob Hoffman shares, based on international and Australian evidence, examples and insights into how problematic gender portrayals in advertising can be addressed.
‘Social marketing campaigns need to be carefully designed to ensure they are effective and do no lead to unintended consequences.’
Check out the full report here.