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.

Gender Inequality in Popular Films: Examining On Screen Portrayals and Behind-the-Scenes Employment Patterns in Motion Pictures Released between 2007-2009

A new study by USC Annenberg researchers Stacy Smith, Marc Choueitiand Stephanie Gall surveys the top 100 grossing movies of 2009 and shows Hollywood's addiction to films that marginalize and sexualize women is as strong as ever.
 
The study, "Gender Inequality in Popular Films," can be found here (PDF).
 
Perhaps most troubling were the findings about young teen characters. Professor Smith and her research team of undergraduate students found the same prevalence of sexually revealing clothing and partial nudity in female characters in all age groups from 13 to 39.
URL: 
http://annenberg.usc.edu/Faculty/Communication%20and%20Journalism/~/media/4F2F5F5CD74C43948A7D245CC421714B.ashx

From Gen Y Women to Employers: What They Want in the Workplace and Why it Matters for Business

The report explores Generation Y women’s career choices and the opportunities and challenges they face in the workplace.  This research, based on a national survey conducted in May 2011, disputes many reports in today’s popular literature that Gen Y women do not believe that gender is a problem in today’s workplace.  In fact, 77% of respondents said that gender is a moderate or severe problem in today’s workplace and almost 50% said that they had observed or experienced gender discrimination.   

Key findings included concerns about gender and age discrimination, the desire for a holistic approach to work‐life balance and the fact that Gen Y women do not hold a uniform set of work values.  

URL: 
http://www.bpwfoundation.org/documents/uploads/YC_SummaryReport_Final_Web.pdf
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