Gender stereotypes in advertising

Gender stereotypes

Gender stereotypes are widely held, over-simplified ideas about a group or individual based on gender.

Stereotypical associations with products and roles are reinforced by other more subtle gender differences in advertising portrayals.

Certain groups of women are all subject to their own stereotypes too – be it because of ethnicity, sexuality, age or body size.

‘Adpology’

In 2018, a group of advertising creatives banded together to create a short film titled ‘Adpology’ for International Women’s Day. Speaking on behalf of the ad industry, the film apologises for sexist advertising tropes, painful cliches and promoting negative self-image in women.

The effects of advertising on children

Rigid gender roles and stereotyped ideas of masculinity and femininity are linked to higher rates of violence against women.

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Times have changed and advertising needs to catch up

Advertising has the power to transform stereotypes and promote gender equality

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