Advertising, Marketing & Stereotypes

Women make over 80 percent of purchasing decisions in the U.S. and are primary consumers of a wide spectrum of products and services, but they are significantly underrepresented in the advertising and marketing fields. The advertising sector is overwhelmingly male-dominated and managers and account executives continue to rely on sexualized and objectified images in their marketing. Such campaigns can be harmful to women and girls in reinforcing stereotypes about consumer preferences and gender roles. Marketing to “tweens” (ages 8-12) and teens has added new psychological and economic pressures on girls to conform to unrealistic standards and increase consumption.

Today’s Women: Newfound Power, Persistent Expectations

Report from Anthem Worldwide, the brand development division of Schawk

American women today have more influence than they ever have, and it’s growing. They earn more college and master’s degrees than men and account for half of law and medical degrees; they held on to more jobs than men in the last recession; they have a strong presence in job categories expected to grow in the next decade; and economists forecast that they will earn more than men in comparable roles within the next 15 years.

Despite all this, women still feel the age-old pressure to do it all, look good and be liked. Anthem’s original research suggests that this creates a tension in women’s lives, and that traditional marketing messages that leverage these pressures might not be as effective as marketers think.


Reality on MTV: Gender Portrayals on MTV Reality Programming

In a new report, the Parents Television Council examines the good, the bad and the ugly of MTV’s most-watched reality programming. PTC’s new study, “Reality on MTV: Gender Portrayals on MTV Reality Programming” is based on a content analysis of the most popular primetime cable reality shows among children and teens ages 12 to 17 during the 2011 TV season. The top four programs all aired on MTV and include: “Jersey Shore,” “Real World,” “Teen Mom 2” and “16 and Pregnant.” To view PTC’s full report, click here

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