NEWS26 July 2017
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
All MRS websites use cookies to help us improve our services. Any data collected is anonymised. If you continue using this site without accepting cookies you may experience some performance issues. Read about our cookies here.
Insight & Strategy
Columnists
Impact magazine is a quarterly publication for MRS members. You can access Impact content on this website.
UK – Hot on the heels of the Advertising Standards Authority’s decision to introduce stronger regulation on harmful gender stereotyping in advertising, research from UM London has found that the majority of both men and women think women’s portrayal in advertising is stereotypical.
The 2,000 strong, nationally representative survey was run in June 2017, and found that 77% of women thought the way women are portrayed in ads was very or quite stereotypical – 65% of men thought the same.
The most common stereotypes cited by women were ‘bimbo/footballer’s wife', ‘domestic goddess’ and ‘shopaholic'. The stereotypes cited that were deemed most offensive were ‘bitch', ‘sex-crazed nymphomaniac’ and ‘bimbo'.
The survey also questioned respondents on whether they considered themselves feminists – 46% of women did and 22% of men did. But young women were much more likely to identify themselves as feminists – 69% of 13- to 17-year-olds did and 54% of 18- to 24-year-olds, compared with 43% of 35- to 44-year-olds and 36% of those 65+.
But the blight of advertising stereotypes was not limited to women – 46% of male respondents said they had felt the need to behave in a certain way because of how men are portrayed in ads. The most prolific male stereotypes were ‘unemotional', ‘laddy', and ‘not crying in public'.
Newsletter
Sign up for the latest news and opinion.
You will be asked to create an account which also gives you free access to premium Impact content.
Models are used throughout society and within the marketing industry to simplify complex processes and ideas. Sam S… https://t.co/K2oLrBnSVa
Tech firms' global ad spend rises https://t.co/8OwfatKSQh #mrx #marketresearch
Consumer confidence hits historical low https://t.co/Bd3vQvhhwZ #mrx #marketresearch
Featured company
Town/Country: London
Tel: +44 (0)20 7490 7888
Kudos Research are leading providers of premium quality UK and International Telephone Data-Collection. Specialising in hard to reach B2B and Consumer audiences, we achieve excellent response rates and provide robust, actionable, verbatim-rich data. Methodologies include CATI, . . .
Related Articles
Come on @rugby_quins let’s try & bring the A game for the 2nd half ! https://t.co/GIuI4IAoJh
The post-demographic consumerism trend means segments such age are often outdated, from @trendwatching #TrendSemLON
0 Comments