Advertising, Marketing & Stereotypes

Women make over 80 percent of purchasing decisions in the U.S. and are primary consumers of a wide spectrum of products and services, but they are significantly underrepresented in the advertising and marketing fields. The advertising sector is overwhelmingly male-dominated and managers and account executives continue to rely on sexualized and objectified images in their marketing. Such campaigns can be harmful to women and girls in reinforcing stereotypes about consumer preferences and gender roles. Marketing to “tweens” (ages 8-12) and teens has added new psychological and economic pressures on girls to conform to unrealistic standards and increase consumption.

It's a Man's (Celluloid) World: On-screen Representations of Female Characters in the Top 100 Films of 2011 (Executive Summary)

 In 2011, females remained dramatically under-represented as characters in film when compared with their representation in the U.S. population. Last year, females accounted for 33% of all characters in the top 100 domestic grossing films. This represents an increase of 5 percentage points since 2002 when females comprised 28% of characters. While the percentage of female characters has increased over the last decade, the percentage of female protagonists has declined. In 2002, female characters accounted for 16% of protagonists. In 2011, females comprised only 11% of protagonists.

URL: 
http://womenintvfilm.sdsu.edu/files/2011_Its_a_Mans_World_Exec_Summ.pdf
Syndicate content