Community responses to gender portrayals in advertising: a research paper
This study explores community responses to gender portrayals in advertising.
The study suggests that community members perceive that stereotyped gender portrayals and sexualised images of women are common in advertising, and that these portrayals pressure women and men to conform to limiting stereotypes, have negative impacts on health and wellbeing, and may support attitudes that cause violence against women.
In contrast to the Australian code, Britain’s Advertising Standards Authority is now obliged to consider the cumulative health impacts of stereo-typed gender portrayals and sexualised images. This recognises the pervasiveness of these types of portrayals perpetuate problematic gender norms. This research highlights that people want more responsible advertising. The advertising industry has acknowledged a need to review its code of ethics. Something else to learn from Britain to address sexist advertising is the value of a co-regulatory system that doesn’t leave the industry to set its own rules.
This study is part of Women’s Health Victoria’s Advertising (In)equality project, funded by the Victorian Government.
Download the Final Print version: Community responses to gender portrayals in advertising: a research paper