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NEWS1 August 2017

Female stereotypes in advertising: ‘nothing has changed in 10 years’

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US – According to a new study from the Geena Davis Institute on Gender in Media and JWT, brands are failing to address the use of female stereotypes in their advertising. 

This news follows the publishing of a major review into gender stereotyping from the Advertising Standards Authority, which may lead to stronger regulation of ads. 

This latest research analysed the shortlisted and prize-winning English language entries in the Film and Film Craft categories at Cannes Lions between 2006 and 2016, incorporating around 2,00 pieces of content.

“Over ten years: Zero. Nada. Nothing has changed,” said Madeline Di Nonno, CEO of the Geena Davis Institute.

“Women are [still] only in 5% of ads by themselves; men are speaking seven times more; and men are shown on screen four times more. [Women are] not smart. We’re not funny. We don’t have jobs. We’re in the kitchen. And we’re not leaders.” 

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