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Women continue to be sexualized and misrepresented in ads, even in 2017…
Women continue to be sexualized and misrepresented in ads, even in 2017
J. Walter Thompson New York + Geena Davis Institute on Gender in Media
Use GD - IQ to gather the Data
Partnered with Google
Uses audio + video recognition analyse how many women are in ads VS Men
The devise was recently used to dive into which races are portrayed + how often
Showed at
Cannes Lions Festival of Creativity
Gender Representation between 2006-2016
Men 4 times as likely to appaires in ads as Women
Men received 7 times more speaking time
Woman usually portrayed at their 20's
Men at their 20's, 30's, 40's
Men have 2,6 more chance to be funny in ads then Women
Women in Jobs
1 in 4 are portrayed with a job
48% portrayed in the kitchen
Men = 1 in 3 with a job
Now
1 in 5 women with job
2 in 5 men with job
NOW
Intelligence
Men= 89% in comparaison to Women
62% up from the last 10 years
Changes
Objectification of woman
2006-2016 Sexy wearing clothing => 6 times more then men
2017 6 to five 5 time
Female caracter overall remain the same 1 to 10
Between 2006-2007 little change
Still to Slow / But hope