49 per cent of women think advertising puts pressure on them

advertisements

Around half of women think that advertising puts pressure on them to act in a certain way, according to a new survey.

The survey, conducted by media agency, UM London, also found that 44 per cent of women said adverts made them feel that they are ‘not good enough.’

The study, which looked into the representation of women in ads, revealed that the UK population is blighted by unrealistic stereotypes in the media. Of those surveyed, 77 per cent of women claimed they find the way women are generally portrayed to be stereotypical – a claim 65 per cent of men agreed with.

Women identified five recurring stereotypes including, ‘bimbo’, ‘domestic goddess’, ‘shopaholic’, ‘it girl’, and ‘housewife’. Those surveyed said that the most offensive of these was the ‘bimbo’ stereotype.

The survey was carried out among 2,000 Brits aged 13 and over, and follows the recent announcement that the Advertising Standards Authority (ASA) is planning to crack down on adverts that reinforce gender stereotypes.

Due to a backlash from several adverts, the ASA will conduct a review and draw up new rules for advertising that will take effect in 2018.

Speaking about the survey results, Michael Brown, Insight Director at UM London, said, “There seems to be a widespread problem in how brands portray women – and men – in their advertising.”

“As the ASA report noted, stereotyping is rife and has been for years.”

“It’s not just potentially offensive, it’s lazy.”

“Companies that can’t come up with ads without the need to reinforce 20th or even 19th century gender stereotypes are just going to turn customers away.”

Brown continues, “Advertiser brands need to be sensitive and aware of not just what they’re saying to women, but where and how they’re saying it.”

About the author

Alison is the Digital Content Editor for WeAreTheCity. She has a BA Honours degree in Journalism and History from the University of Portsmouth. She has previously worked in the marketing sector and in a copywriting role. Alison’s other passions and hobbies include writing, blogging and travelling.
TechWomen100 Awards 2024 Nominations open

Upcoming Events

June

18jun09:3015:30Women in Leadership Conference | 18 June 24 | Science Gallery

19jun15:0017:00Virtual Class | Breastfeeding and Returning to Work Class

20junAll Day25The MoonWalk Iceland 2024

22junAll DayPRIDE PARTY presented by KIKI

22jun20:0023:30Pride Edinburgh Official After Party | Virgin Hotels Edinburgh

26jun10:0011:00How can school leaders support Menstrual Health and Menopause at work? | Online

27jun08:4518:00The Brilliance Summit

29jun09:0018:30Pride in London Parade with RICS

29jun10:0016:00Pride in London - Outvertising Walking Group

29jun10:3012:00Yoga for Acceptance - an Event for Pride

30jun19:0022:00PRIDE BINGO

Job Board Banner

Related Posts