Ads miss mark for women

 Bay of Plenty Times -Thursday7th August 2008  

New Zealand women believe they are being inaccurately represented in advertisements and marketing campaigns, a survey has found.

Last month, 400 women were canvassed online by Splash Consulting Group for their views on how they were portrayed by advertisers and marketers.

The majority of women, 86 per cent said they were shown as “unequal in society” and 79 per cent said advertisers and marketers did not use “real” women in campaigns, and 81 per cent said the way they were represented was cause for resentment.

“The advertising and marketing industry has for too long inaccurately represented women, with often harmful consequences,” Splash Consulting managing director Amanda Stevens said.

“Our survey explored a topic close to New Zealand mothers’ hearts – their daughters – and we found that almost all women, 94 per cent, say that the way they are portrayed in advertising and marketing campaigns encourages the sexualisation of girls from a young age”.

“It is lazy, misguided and irresponsible for marketers to create campaigns and then wipe their hands of the potential negative impact.”

Ms Stevens added: “ It just does not make good business sense to continue to ignore the changes New Zealand women want to see in advertising and marketing campaigns. “Women are an incredibly powerful consumer group.” - NZPA

Bay of Plenty Times -Thursday7th August 2008