October 2017
Breaking the Stereotype
Furthermore , when advertising household products , while the stereotype is shifting from portraying women in subordinate , not authoritative roles , there has been some progress by brands to challenge these stereotypes . Storylines focused on women empowerment , are showing encouraging success . For example , Cif ’ s “ Christ the Redeemer ” from Brazil tells their story very differently . There is movement , but there is still a long way to go 8 .
There are many such examples , but the question is , is this effective ?
Ads which portray women in a positive light have higher chance of success as this makes the brand stand out in the crowd . Our database analysis demonstrates that ads which make the brand stand out in a new way have significantly higher chance of success . In this regard , it may become more important to show a more realistic and balanced picture , a modern-day woman , who plays multifaceted roles and emerges as one who is , not only in full control of herself , but also has the power to influence others around her .
Copy Effectiveness Index ( CEI ): Makes me think about the brand in a new way The scores are expressed as indices based on the average for the score within dataset ( Avg = 100 )
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For categories targeted at both gender , we have witnessed significant change where both men and women play equals . This is promising , and we expect to see faster change in the future .
Recently in Saudi Arabia , Nescafe ’ s commercials emphasized the equality of both genders in conversation . This was unthinkable a couple of years back 9 .
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Other adsdoes not make me think about brand in new way
Source : Ipsos Ad Database in APAC & MENA n = 1500 + cases CEI is a measure of success of ad defined by the ability of the ad to build Brand Attention & Brand Desire
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