Gender stereotypes in advertising

Gender stereotypes in advertising

If you are going to  target a specific segment of the audience, it is very important not to cross the boundaries and not to offend anyone with your advertising message. Nowadays the fight against gender stereotypes and the typical roles of men and women in society is considered a fairly popular phenomenon in advertising. The image of a woman - a happy housewife who spends the whole day in the kitchen - is outdated and irrelevant, just like the image of a man as a breadwinner.


While creating an advertisement, you need to follow the market trends and avoid painful social topics, which can lead to negative feedback from the audience. If you care about your reputation, think carefully about the message of your advertisement.


Do you remember Manny Gutierrez, a blogger, who became the face of Maybelline New York in 2017? Since then, many beauty brands have changed their strategies, thereby breaking the stereotype that only women can use cosmetics.


The Western world is much less conservative in comparison to Russia, for example, and such campaigns have much more chances to become successful. 


However, it is important to understand that according to American research, 85% of purchases are made by women. This suggests that while targeting a man's product you should not focus only on male audience. 


But at the same time, there is research that indicates that men become active participants in sales and spend much more money than women, and the share of women's purchases falls annually by 4-5%.


Marketing specialists say that the perception of advertising differs significantly between men and women.


When choosing a product, women focus on beauty, their exclusivity, and uniqueness. Men are not so attentive to details. They value functionality and the opportunity to show their social status.


Think of the ad for Gillette razors.They emphasize on the main benefits that are easy to remember. While the Gillette Venus razor for women focuses on feminine beauty, the opportunity to become even more desirable and attractive.


Nowadays, gender-neutral ads are becoming more popular. Unisex clothing can be found in many brands. 


An example of such an advertising campaign is Barbie. They released furniture for barbies, where engineering skills are required, and together with Moschino, released an ad where a boy plays with a barbie.


Another example of gender-neutral advertising was Always #LikeGirl, in which many girls had to show what it means to run, fight, and do all kinds of other things like a girl. It is said that many girls, being teenagers, lose confidence. And this campaign made a very successful attempt to show that being a girl is not embarrassing at all.


Conclusion: it is important to follow market trends, take into account the pain of the audience and adapt to new circumstances. This is the only way to success.




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