A recent study has revealed that most advertisements aimed at women make them feel ‘self-conscious’ and objectified.
The research, conducted by Attest, surveyed
59.2 per cent of the women surveyed felt well represented by female-focused adverts, but 50 per cent of women under 21 did not.
When asked how advertisements make women feel, self-conscious came out on top, with 36.2 per cent ticking that answer, followed closely by the word ‘positive’, which 35.1 per cent clicked.
Other respondents added their own answers, including feeling overweight, exasperated, fat and sexualised.
When looking at women over 21, results showed they were
One respondent in the over 50 category said:
According to Attest, another women surveyed summarised:
When asked to
The survey concluded:Most brands can do better, but it could be a lot worse.
Overall a majority of women do feel well represented by ads targeted at them, and many reactive positively or feel inspired by what they see.
However by still refusing to include a more diverse array of body types and contexts in most cases, many brands are alienating large swathes of their audience, needlessly making them feel self-conscious, and this is particularly problematic amongst Under 21s, who ought to be a coveted cohort.