Ahead of International Women's Day, The Museum of Brands examines the the evolution of the female role model in advertising. The Museum of Brands is shining a spotlight on the portrayal of women in advertising with a series of talks, an exhibition and a film.
Clay said: "Advertising is a key part of popular culture and a reflection of social norms. The progress that has been made in our advertising of the portrayal of women mirrors how society has developed.
Karin Kihlberg, museum manager at The Museum of Brands, has identified six stereotypes of women in advertising; which range from the domestic obsessive to sex object see below. Domestic obsessive Example: Shake n vac. Description: Unnaturally energised by issues to do with home, often cleaning. Used to be referred to in the industry often as 2 Cs in a K. Example: Oxo mum. Lundstron and Sciglimpaglia used a mail questionnaire to study attitudes of women and men toward role portrayal of both men and women in ads, company image of firms whose ads conveyed sexist images, and intention to buy products of such firms.
The women in the sample had more negative attitudes toward the realism of the roles portrayed by both women and men. The negative attitudes of the women carried over to company image but no significant difference was found in intention to buy between men and women.
Younger, better educated, higher SES and less traditional women held the most critical attitudes toward advertising.
However, older women and those from lower income households were most likely to agree that they would discontinue purchasing a product whose ads they found offensive, although they would continue to buy other products made by the same company. As we said in the beginning, the advertiser is faced with a multitude of decisions and little published empirical data.
Also, some of the data which does exist is contradictory. A panel appointed by the National Advertising Review Board did examine existing attitudinal studies and presented checklists of both destructive and constructive portrayals Advertising Age , April 2, The intent of this effort was laudatory, but a careful examination reveals that they have essentially recommended that advertisers avoid known stereotypes and present positive female role models in a manner which enhances female self-esteem and encourages the realization of female potential.
This is a beginning, but hardly the detailed guidance the advertising strategist needs. Much research is needed to generate this detailed guidance. A review of a great deal of non-empirically-based literature and observation of ads themselves have identified the major problem areas.
With each problem area we present one or more hypotheses. These hypotheses may or may not be confirmed by actual data. Whether confirmed or not, we believe the data will be useful. With each area we also present ads which exemplify the issues. We again caution, however, that the verdict has not yet been made on whether the presence of stereotyped portrayal does adversely affect marketplace behavior.
Problem : Ads often depict the woman as a sex object to be admired by a man for his sake, especially in ads for health and beauty products. The female model in this mouthwash ad is a wholesome young woman. In one picture she is holding the product. In the other picture she is clinging to a rugged young man. Although the model is attractive in her own right, the implication is clearly that she could not have "caught him" without the product's help. The female model in this next perfume ad has an exotic, sultry aura which is enhanced by the black background.
Her lips are seductively pursed and she is whispering to get "someone's" attention. This ad seems to be implying that the woman uses the scent for the sole purpose of attracting a man. Isn't it possible that women buy perfume to feel better about themselves? In this ad for a hair coloring product, an attractive young woman, described in the copy as an active working mother, is shown against a pastoral background.
The headline and copy clearly state that both the product and the hobby contribute to her sense of well-being. Although this is a very positive role portrayal, the lifestyle may be a bit exaggerated. How many working mothers find time to sit in the middle of a field painting a landscape? Yet it may be a fantasy ad that is very appealing to the target market.
Hypothesis : Ads for health and beauty products should appeal to a woman's sense of well being for her own sake -- not to enhance her status as a sex object. Problem : Ads often portray the woman as a helpless fool who needs assistance to help her through the turmoil she has created or seems unable to control. This next cake mix ad shows another wholesome young woman holding the package and the finished product.
Although this ad is not overly offensive, it does portray the woman as being somewhat helpless. Couldn't the product benefit - a cake that is both easy to prepare and attractive - be emphasized without implying that the woman is afraid to try something different? Actually, this particular problem in role stereotyping is much more prevalent on television. A multitude of examples como to mind -- "ring around the collar," the man in the toilet bowl, masculine "scrubbing bubbles," a "knowledgeable" husband recommending the right furniture polish.
This ad for a washing machine contains both mother and son and emphasizes a special feature of the machine which allows a small load to be washed economically. This seems to be a positive role portrayal because it shows a sensible young mother performing a necessary household task intelligently. Hypotheses: Whether a woman works or not, she should be shown as competent and creative in using products which help her to perform the tasks her roles and lifestyle necessitate.
These products should be shown helping the woman to achieve objectives that are central in her perception of her role. Problem : Ads in which men and women are shown together often use women as decorative or alluring objects. This ad for glassware shows two attractive young women sharing the celebration of a winning male race car driver.
This is an industrial product ad in which all of the models are mere decorations. Obviously, the women shown have not contributed to the man's success, but someone did have to hold the glasses. This ad for men's cologne shows sexy male and female models in close proximity to one another. While this ad might appeal to a man's fantasy, it was found in a women's magazine. Would this ad compel a woman to purchase the product for "her" man?
This ad for a refrigerator shows a husband and wife having trouble fitting their old refrigerator into their new kitchen. It is a humorous approach to a real problem. It was chosen as an example because the couple is sharing the dilemma even though the solution is provided by a male celebrity spokesperson.
This ad for a feminine hygiene product shows an attractive young couple canoeing on white water. The contemporary woman wants to pursue an active life whenever she pleases and is probably attracted by themes which convey this life style.
Hypotheses : If the target market is men, portraying women as decorative or alluring is appropriate. Problem : Ads in which two or more women appear tend to emphasize competitive interaction. In this ad for cat litter the hostess of a female bridge group is concerned about cat box odor. Again, the problem is a real one. However, would a group of women --your friends, at that -- really be this rude?
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