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NEW DELHI: New research released by Unicef on representation of women in advertisements shows that while girls and women are well-represented as characters (49.6%) and dominate screen time (59.7%) and speaking time (56.3%), it is mostly to sell domestic and beauty products to female consumers when they appear in adverts. “In this way, the presence of women in ads in India reinforces traditional gender roles. This is problematic because of the inter-generational transfer of norms to children, including a lack of empowering role models for men undertaking domestic work in the home and women working in the paid workforce,” said the report titled “Gender Bias & Inclusion In Advertising In India.” ....
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linkedin In October 2020, the India Chapter of the International Advertising Association (IAA) announced a partnership with UNICEF to roll out a study on gender representation in Indian advertising. The findings of the inaugural study have now been revealed.
UNICEF and IAA partnered with the Geena Davis Institute on Gender in Media to analyse 3,416 visually prominent and non-speaking characteristics of the 1,000 most-viewed ads in 2019. The findings are below: Women in ads dominate the screen and speaking time with 59.7% and 56.3% of female representation, respectively. This is above the global average of 44% and 39% Female characters are underrepresented in ads from the following categories – banking and finance, home décor and infrastructure, media and entertainment, travel and tourism, sports. They are overrepresented in ads from the following categories – personal care, fashion, and accessories, corporate ....
Indian advertising study reveals female characters in ads are prominent but highly stereotyped A new study released by UNICEF and the Geena Davis Institute on Gender in Media reveals persistent gender stereotyping in India s television and YouTube advertisements. The International Advertising Association chapter in India commits to taking action on the report s recommendations Delhi, April 21, 2021 Although female characters are prominent in ads in India, they are still highly stereotyped. Women are less likely to be shown in public spaces and in paid employment; more likely to be selling domestic products and food to other women as well as responsible for childcare and shopping. ....
ITU Despite global efforts to inspire and engage women and girls in science, women and girls in many countries remain excluded, held back by gender biases, social norms, and expectations, which influence the quality of female education as well as career options. Gender inequalities not only exist in the real world, but also in film and television. A study published by the Geena Davis Institute on female characters in popular films from around the world illustrates how gender stereotypes are reinforced by movie characterizations. In movies screened in 11 countries, nearly 90 per cent of actors seen in science, technology, engineering, and mathematics (STEM) roles were male. ....