The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Majority of young people believe women are ‘too sexualised’ in advertising

Author

By John Glenday, Reporter

September 15, 2015 | 2 min read

A majority of young people believe that the depiction of women by brands and advertising is ’too sexualised’ according to a report by YouthSight.

YouthSight

State of the Youth Nation, a survey of 1,000 16-24 year olds found that 65 per cent of respondents agreed with the statement that ‘the way brands and advertising depict women is generally too sexualised’, with women (78 per cent) much more likely to hold this view than men (53 per cent).

Despite these views young people were conscious of the power of respectful advertising to empower women with 64 per cent agreeing with the statement that: ‘advertising has the ability to empower women if it depicts them in inspiring or respectful ways.’

Divisions in attitude between the sexes were apparent when confronted with the statement: “brands don't have a responsibility to portray realistic body images and should be allowed to use whatever ads work best” however with a third of men agreeing and two thirds of women disagreeing. Overall four in ten of those presented with the proposition disagreed with it.

Josephine Hansom, YouthSight’s head of research and insight, said this reseach highlights the need for brands to address gender equality when reaching out to young people, saying: “We call it owning the moment, where brands identify an issue or problem and try to be associated with a solution or conviction to improve the situation.”

Trending

Industry insights

View all
Add your own content +