This special issue on women and marketing is timely, and can assist marketing managers in developing best practices and new approaches to address the issues that women face.
We envision conceptual and empirical manuscripts that contribute insight on the theme of women and marketing, including those that take an intersectional lens.
Stefanie Beninger ([email protected]) and Dr.
J Walter Thompson New York and The Geena Davis Institute on Gender in Media worked with the University of Southern California’s Viterbi School of Engineering to analyse more than 2,000 films from the Cannes Lions archive.
Incomprehensible and extraordinary, women are persons who possess an immense amount of depth, culture, and sophistication.
Society’s incapability of understanding the frame of mind and diversity that exists within the female population has created a need to condemn the method in which women think and feel, therefore causing the rise of “male-over-female” domination – sexism.She explained: "The images we use, the stories we tell about women can dramatically change the way the world values women and how women and girls see themselves." Brent Choi, chief creative officer, JWT New York, added: "What this research shows is that our industry has tent-pole moments, amazing actions or campaigns when we all rally around women, but when it comes to creating our ‘regular’ ads for our ‘regular’ clients, we forget about them." Action points: How to readdress the gender balance in advertising To tie into the #Campaignfor Equality which is asking the industry to move from talking about diversity to spearheading tangible change, 1.Infuse your ads with female presence: take a look at your characters and change the names from male to female.Indeed, there has long been a debate as to whether the marketing function exploits or empowers women (Maclaran, 2012) and, if so, how.These issues, while certainly not new, are increasingly relevant today: the #Me Too movement is connected to a new wave of feminism and highlights the plethora of issues that women continue to face, even in 2019.Women were 48% more likely to be shown in the kitchen, while men where 50% more likely to be shown at a sporting event.Women in ads were also mostly in their 20s, while men were more diverse when it comes to their age when they are in their 20s, 30s and 40s.The research revealed that despite the high profile success stories of feminist advertising the industry as a whole is failing to reflect an inclusive or diverse representation of gender in advertising.The research revealed there are twice as many male characters in ads than female characters.Sexism is society’s most common form of discrimination; the need to have gender based separation reveals our culture’s reluctance to embrace new One might also say that the women appears to be somewhat lifeless, and she could be thought of as being dead; such an interpretation promotes not only violence, but also necrophilism – an erotic attraction to or sexual contact with corpses.By advertising such an intolerable and debilitating act it represents that society is comfortable with and accommodating of rape, violence, and the murdering of women; in a sense the picture is mocking all of these harmful actions or crimes.