Breaking the Stereotype

Empowering women in advertising in developing markets.

Breaking the Stereotype

Schrijver(s)

  • Pinaki Banerjee Ipsos Connect, Verenigde Arabische Emiraten
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Given the role that they play in deciding on the everyday brands used in households, women are central characters in many advertisements. Traditionally in many developing markets, stereotypes were often used to portray the role women played. Most advertisements were centered around activities performed by women at home to make the family happy, portraying their dependency and not making any important decisions. While growing up, when TV was the most dominant media, every commercial break out would show advertisements with women either doing laundry or other household chores to ensure family confidence.

Schrijver(s)

  • Pinaki Banerjee Ipsos Connect, Verenigde Arabische Emiraten

Media- & Merkcommunicatie