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Marketers are looking for more fearless girls - of their own
Regulators in the UK are calling for a tougher line on ads that feature “stereotypical gender roles.” What does it mean to advertisers?
The bronze figure of the ‘Fearless Girl’ in the middle of Wall Street’s financial district - facing the iconic charging bull of Wall Street – with her hands on her hips captured the imagination of practically everyone. The ‘bronze girl’ was stationed a day before International Women’s Day McCann New York used the statue to call attention to a US fund manager that invests in companies led by women. Today, the girl in bronze’s figure has become as iconic as the charging bull.
Although critics saw signs of sham feminism in McCann’s effort, the stunt worked. Marketers around the world are now looking for a fearless girl of their own.
There are moral, as well as commercial, reasons, to consider gender parity seriously. There are many examples of advertising showing women in poor light. PRt of the reason, could be the male domination in the area of creating ads. Gender biases show through clearly none more startling than last week’s Audi campaign that triggered outrage in China with an advertisement comparing women to used cars.
Does that mean more and more women in advertising or more sensitive men helming ads and their respective brands’ campaigns?