October 2017
Real Life follows Real Life
Stereotypes are a reality in society. But we have seen over
time that “Reel life follows real life”. A recent study by Havas
reports that nearly half of women surveyed agree that TV
commercials show too many outdated gender stereotypes.
Furthermore, a similar amount resent how women are
depicted in advertising 3 . As the role of women has changed
in the developing world, with more and more women joining
the work force, this change is inevitable in the role played
by women in advertisement. Advertisers need to seize
this opportunity and portray the roles they are playing in
today’s world.
Breaking the Stereotype
One example of what isn’t working anymore: Audi recently
produced an advertisement in China that likened women
to used cars. After receiving significant criticism, Audi
apologized and withdrew the ad. There is less acceptance
of portraying women as objects 4 .
Recognizing the importance of using consistent brand
cues, both visual and verbal, that resonate with the brand
it is important to present a more realistic and reflective
picture of woman.
For example, in Saudi Arabia, perhaps considered a more
traditional society, Brooke Bond Red Label challenged
social prejudices by portraying a free conversation
between a father and daughter about a failed marriage 5 .
2