Women not keen on ads |
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Otago Daily Times – Saturday 9th August 2008
Auckland: New Zealand women believe they are inaccurately represented in advertisements and fear it could harm their careers, an online study has found.The survey of 400 New Zealand women by Splash Consulting Group found 89% of respondents felt the way women were represented in advertising and marketing harmed their ability to be taken seriously in the workplace. Eighty-six per cent replied campaigns portrayed women as “unequal in society” and 79 per cent said “real women” were not used. But industry heavyweight David Walden dubbed the findings “predictably anti-advertising”. Ads tended to reflect the society in which they were shown. “It’s not our job to try and impose standards on society; it’s not our job to try and give impressions of what is not there,” said the Communications Agencies Association chairman and chief executive of ad agency TBWA\Whybin. Splash managing director Amanda Stevens said there was a “disconnect” between many advertisers and the female market. Burger King’s “BK Girls” advertisements were inappropriate, while an ANZ bank campaign portraying women as multi-taskers “connected in a good way”. – The New Zealand Herald Otago Daily Times – Saturday 9th August 2008 Add this article...            |