Women in ads continue to be shown as regressive: ASCI

Women in ads continue to be shown as regressive: ASCI

Women continue to be shown in regressive roles in Indian advertising, the Advertising Standards Council of India (ASCI) has said in a report prepared in partnership with Futurebrands Consulting and packaged consumer goods companies including Kellogg’s, Colgate-Palmolive, Rio Pads, Diageo, Mondelez and Procter & Gamble.

It said it plans to set up a task force to evaluate new guidelines for the fair and inclusive portrayal of women in advertising.

This follows a new report to be released formally by the self regulatory industry body on Wednesday, which highlights that the majority of women shown in advertising remain stereotypical.

“Even women are tired of ads showing them achieving freedom only after putting up a fight,” ASCI secretary general Manisha Kapoor said.

The report, GenderNext, said women are shown in “overused, sometimes harmful stereotypical roles”, such as sensualising the act of eating, showing them only as spenders in financial advertising, male acceptance as necessary in ads by beauty brands, showing women as lower down in tech-hierarchy in gadget ads, and so on.

“The GenderNext study has identified some common patterns of discrimination and created a framework that enables marketers to identify and eliminate such undesirable representations,” Santosh Desai, MD of Futurebrands Consulting, which carried out the study, said. Desai said gender in ads continues to be represented in a skewed and discriminatory manner. “Some obvious ways of stereotyping are less visible, but there are many other ways, both subtle and not-so-subtle, in which gender portrayals continue to be skewed,” he said.

Mainstream advertising still heavily borrows from an inventory of overused, and sometimes harmful stereotypical tropes, the report said. It added that advertising needs to catch up with women and proposed a new framework to give clear direction to marketers to portray women without stereotypes in gender depiction.

“Typical women’s day ads that show women emerge victorious after significant struggle was not considered particularly empowering,” Kapoor said.

The report called out that instead of portraying women as “overburdened” with work, ads need to normalise women getting the support they need.

Source link

Add a Comment

Your email address will not be published.