Category Archives: Stereotypes of women in the media

Men Don’t Like Being Stereotyped Either

What always amazes me as a marketer is how often women are stereotyped in ads, especially ads targeting women as consumers. Even crazier is what I call, “The focus group of one.”   This occurs when you talk to one woman … Continue reading

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Three Percent of Women Portrayed in Leadership Roles in Ads

In a major announcement, advertising giant Unilver says it will no longer stereotype (men or women) in its ads. The announcement was made when Unilver unveiled the results of a two year study about women and adverting, Unilever said its … Continue reading

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Gen Y Women and The Future

Who is Gen Y?  There are differing opinions on the exact dates, but a common timeline is those people born between 1977 and 1995. There’s probably no generation that has been more stereotyped than Gen Y.    They’re entitled, they want … Continue reading

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Vitamin W Interviews Holly Buchanan

Recently I talked with Amy-Willard Cross about the problems with stereotyping women in advertisements.   We discussed The Buchanan Test and why so few commercials can pass this simple test for stereotyping women in your ads. "While the advertisements of … Continue reading

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How to Move Beyond Female Stereotypes In Your Ads

Why do so many marketing to women efforts fail?  One word…. Stereotypes. When you stereotype the people in your ads, you end up with commercials that don't engage your target audience. Which is why I find it amazing that SO … Continue reading

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2013 Athena Film Festival – Where Is the Female James Bond?

Imagine sitting down for a couple of hours of TV viewing, and every commercial stars positive, non-stereotypical women (aka women outside of the home, in a role other than mother and NOT doing yoga). The shows feature women as the … Continue reading

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Are Today’s Moms Longing for a Return to the 1950’s?

Mad Men, Pan Am, The Play Boy Club…what's up with all these shows focusing on life in the 50's and 60's? That was a time when women had limited opportunity and sexism was rampant. So why do men AND women … Continue reading

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Three Things Women Can’t Live Without

New research by Women of NBCU found that the three things women could not live without for one month are: The Internet Showers Sleep Women's Tech Usage Expands Results from the Women of NBCU research show women are relying more … Continue reading

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The Buchanan Test – Are You Stereotyping Women In Your Ads?

 Are you stereotyping women in your ads?  Can your ads pass The Buchanan Test?  (The Buchanan Test was inspired by The Bechdel Test which deals with stereotyping of women in movies.) Look at your most recent ads targeting women (or … Continue reading

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NY and LA – Go See Desert Flower

How often do you walk out of a movie theatre and think, "Every person in the world needs to go see this film." That's exactly how I felt after watching Desert  Flower.  Desert Flower is the story of Somalian-born Waris … Continue reading

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