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Desi Ads Follow Gender Stereotypes: UN Study | India News


NEW DELHI: New Research Posted by Unicef on the representation of women in advertisements shows that, although girls and women are well represented as characters (49.6%) and dominate screen time (59.7%) and talk time (56, 3%), it is mainly about selling household and beauty products to consumers when they appear in advertisements.
“In this way, the presence of women in advertisements in India reinforces the gender roles. This is problematic due to the intergenerational transfer of norms to children, including the lack of empowering role models for men doing domestic work at home and women working in the paid workforce, “said the report titled” Bias. Gender and Inclusion in Advertising In India. ”
Research conducted by UNICEF with the Geena Davis Institute on Gender in Media measures the level and type of gender stereotypes found in Indian ads on television and YouTube, through analysis of more than 1,000 most viewed ads. in 2019. Ads were provided and translated by the International Advertising Association (IAA). UNICEF said IAA will work with members to launch campaigns to deconstruct harmful stereotypes.

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Advertising plays an important role in the subconscious configuration of our social attitudes and even more so in a world in which we are constantly bombarded through all kinds of media. Ads with gender biases reinforce biases. But advertising can also become a key agent in changing attitudes. The marketing world needs to make the right decision.

The research also found consistent gender differences in sexualization. Female characters are nine times more likely to be ‘stunning / very attractive’ than male characters (5.9% compared to 0.6%). They are six times more likely to appear in revealing clothing (11.2% compared to 1.7%); four times more likely to be represented partially nude (7.6% compared to 1.6%); and five times more likely to be sexually objectified (4.7% compared to 0.9%) than male characters.
The report also highlights “colorism.” Two-thirds of the female characters (66.9%) have light or medium-light skin tones, significantly more than the male characters (52.1%). “This is problematic because it advances the discriminatory notion that fair skin tones are more attractive,” the analysis concludes.
Dr Yasmin Ali Haque, UNICEF Representative in India, said: “This report will help us challenge prejudices and advocate more effectively with the Indian advertising community and throughout South Asia.”

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