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ASCI-FUTUREBRANDS UNVEIL THE GENDERNEXT REPORT ON DEPICTION OF WOMEN IN ADVERTISING

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25 Oct 21
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ASCI-FUTUREBRANDS UNVEIL THE GENDERNEXT REPORT ON DEPICTION OF WOMEN IN ADVERTISING

 Udaipur. To help brands and advertising agencies shape gender narratives in a positive way, The Advertising Standards Council of India (ASCI) and Futurebrands, have unveiled the GenderNext study – a comprehensive actionable insight study on the representation of women in advertising. GenderNext covers patterns of portrayals across multiple categories, such as personal care, fashion, beauty, home and hearth, gadgets and wheels, money and education. The study also touches upon how advertising portrays women versus how they see themselves and want to be seen. According to Lipika Kumaran, the lead author of GenderNext, the study reveals that while there are some positive moves, mainstream advertising still heavily borrows from an inventory of overused, and sometimes harmful stereotypical tropes. A detailed study of over six hundred advertisements revealed several problematic tropes- such as sensualising the act of eating by women, showing women as spenders in financial advertising, women running around the house while others lounge around, male gaze acceptance in beauty ads,, showing women as lower down in tech-hierarchy in gadget ads, male celebrities challenging and instructing women among many others. Women interviewed across different life stages and town classes pointed out that it is not them but others in their sphere who lag behind them, and they are the ones in need of empowerment. They feel that advertising can be their ally in this journey. The study found that for young unmarried women, common stereotypes used in advertising such as women joyfully undertaking the drudgery of work was not aspirational at all. Typical women’s day ads that show women emerge victorious after significant struggle were not considered particularly empowering. Women are tired of ads showing young women being bestowed with freedoms only after putting up a fight.  The study proposes a category agnostic framework “The SEA (Self-esteemed - Empowered – Allied) Framework” that aims to guide stakeholders in imagining as well as evaluating portrayals of women in their advertising by building empathy and aiding evaluation.


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