We live in a time erstwhile gender-related narratives are increasingly of social and ethical importance; they must respond to changing audience sensitivity.
As many as 76% of women and 71% of men believe that the way in which women and men are presented in advertising is presently detached from reality. Communication managers so face a major challenge in building an adequate sex image. They can benefit from cultural messages, which in popular films and series show women performing in different ways and in different relationships – women far from tired or lacking their own opinion of characters, which we sometimes see in Polish advertisements. This subject is effectively led by creators (and creatively!) of specified hit productions as “Gambit Queen”, “Wonder Woman” or “Great”.
The answer to the deficiency of adequate narration of sex is not necessarily the presentation of feminist attitudes which affect the social reception with force (34%), concern (34%), but besides aggression (17%) or radicalism (14%). Again the solution is suggested by cultural messages referring to solidarity, cooperation and common appreciation, specified as the tandem created by Michelle and Barack Obama.
In professional life, too, we have stereotypical notions of "appropriate" professions for each sex. According to 40% of Polish women and Poles, he will execute well as a minister (5% – woman), but already as a individual working in kindergarten, almost the opposite, due to the fact that according to 54% this place is suitable for women and only according to 6%, for men. This stereotype breaks the known stories of women effectively operating in advanced government or business positions. For example, Sanna Marin, Finland's youngest prime minister (deceases as a consequence of the elections, but can hold a ministerial position just due to her experience and effectiveness), or Facebook's long-standing operating chief, Sheryl Sandberg.
Against this background, marketing communications are mostly constantly different from the rule of partnership or showing women in crucial and liable roles. Researchers and researchers Kantar Polska, Kantar Public and communicative Impact present examples of advertising creations that deal with breaking stereotypes while not losing sight of the marketing goal. And it is an authentic, engaging ad in which it is not adequate to declare something – it must be shown properly. What is worth paying attention to?
How crucial it is that our advertising does not get bogged down, we tell in the material.
We invitation you to watch the film
The movie stars:
Agata Kostrzewa, communicative Impact, Katarzyna Lewińska, Kantar Polska, Dr. Krzysztof Muszyński, communicative Impact, Anna Trząsalska, Kantar Public
Dr Jacek Wasilewski, communicative Impact
Data sources: Kantar Polska – Media Reactions, Kantar Public for Ombudsman, communicative Impact, study "How to configure female characters in strategy, briefing and advertising? Guide to Women's Narrations".
Contact
Kuba Antoszewski, PR manager Kantar
[email protected]
