Kantar’s report delves into gender targeting in advertising

15 Mar,2019

By A Correspondent

 

Marketers are reinforcing rather than helping to eradicate harmful gender-based stereotypes. That’s according to the latest AdReaction report released by Kantar, which reveals the disconnect between consumer and business opinions of gender portrayals in advertising. While the clear majority of marketers globally think they are avoiding gender stereotypes, 76 per cent of female consumers and 71 per cent of male consumers believe that the way they’re portrayed in advertising is completely out of touch.

 

The latest AdReaction report from Kantar includes analysis on advertising creativity and media effectiveness both globally and in India. This is based on a comprehensive analysis of how women and men are portrayed in ads, and how they respond differently to marketing. The report aims to guide marketers on their gender progress journey and help brands grow, by Getting Gender Right.

 

Commenting on the study findings, Vishikh Talwar- Managing Director- Kantar Millward Brown, South Asia, said: “Gender is a sensitive topic – one that society is currently renegotiating across social, cultural, political and commercial spheres. The India leg of the survey comes at a very pertinent time as the subject of gender portrayal has gained immense importance both globally and closer to home. The report highlights that the bulk of ads in India are targeted at women; but marketers appear to be targeting them led more by stereotypes. Gender targeting should not be an either/ or decision and we need to challenge these outdated assumptions. From a portrayals perspective, more emphases need to be made towards aspirational and authoritative roles. The industry as a whole needs to be more aware than ever that things need to change.”

 

 

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