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Gender stereotypes in advertisements is a common tactic used by many brands and products to reach their target audience. Through the “Gender Stereotyping in Digital Advertising Survey” – where 500 consumers, specifically 250 men and 250 females, were surveyed, we uncovered four situations that often come to light in creative advertising.

Digital Marketing is not anymore like traditional Marketing, now Marketers need a proof of their investment.

Dieter Hovorka

CTO, Co-founder, Skillz Middle East

The company Choozle recently conducted a survey on gender stereotyping in advertising and surfaces some interesting facts for a good takeaway.

During the exercise we sought to understand consumer sentiment toward brands that actively break stereotypes, the impact of ad copy versus creative with regard to consumer perception of stereotypes, ways stereotyping affects purchasing behavior, and whether the ad industry should be held responsible for breaking gender stereotypes.

Let us look into some key findings from the survey:

• 36% of respondents said they like a brand more when it runs advertisements that do not follow gender stereotypes, and 25% mention they are more likely to make a purchase from that brand.

• 60% agreed that fonts and colors in advertisements promote gender stereotypes; just 13% disagreed.

• 37% said that the advertising industry has a responsibility not to use gender stereotypes, 27% don’t feel the same way, and the rest didn’t mind at all.

What have we learned from today’s infographic Gender Stereotyping in Digital Advertising?

If an advertiser is producing ads for a product that could utilize for either gender, they should consider a message and creative style that appeals to both without portraying that it really should be just for females or just for males. 

Can we achieve this mission? I would say without a doubt that we might consider to actually use two different ads to achieve our mission. There is nothing wrong that different audience might identify themselves with our brand different. Personalised and demographic-specific ads have been on our agenda for a while, so we should maybe not consider stereotype ads, more we should consider market segmentation advertisement.

See today’s infographic below together with some of the findings from the survey.

Gender Stereotyping in Digital Advertising

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