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Belch: Advertising and
Promotion, Sixth Edition
VII. Special Topics and
Perspectives
22. Evaluating the Social,
Ethical, & Economic
Aspects of Advtising &
Promotion
than girls. Nonverbal behaviors involving dominance and control are associated more
with boys than girls. Advertising directed toward children has also been shown to feature
more boys than girls, to position boys in more dominant, active roles, and to use male
voice-overs more frequently than female ones. 63 A recent study examining race and gender
stereotyping of children’s advertising on the Turner Cartoon Network found that the
primary target for most of the commercials was active, white boys. Girls were portrayed
in traditional roles and shown performing limited passive, indoor activities, while boys
were shown in the outdoor world engaging in more exciting and active things. 64
Feminist groups such as the National Organization for Women (NOW) and the Sexual
Assault Prevention and Awareness Center argue that advertising that portrays
women as sex objects contributes to violence against women. These groups often
protest to advertisers and their agencies about ads they find insulting to women and
have even called for boycotts against offending advertisers. NOW has also been critical
of advertisers for the way they portray women in advertising for clothing, cosmetics,
and other products. The organization feels that many of these ads contribute to the
epidemic of eating disorders and smoking among women and girls who hope such
means will help them control their weight. 65
While sexism and stereotyping still exist, advertising’s portrayal of women is
improving in many areas. Many advertisers have begun to recognize the importance of
portraying women realistically. The increase in the number of working women has
resulted not only in women having more influence in family decision making but also
in more single-female households, which mean more independent purchasers.
Researchers Steven Kates and Glenda Shaw-Garlock argue that the transformed
social positioning of women in North American society is perhaps the most important
social development of this century. 66 They note that as women have crossed the boundary
from the domestic sphere to the professional arena, expectations and representations
of women have changed as well. For example, a number of magazines, such as MS and
Working Woman, now incorporate and appeal to the sociocultural shifts in women’s
lives. Many advertisers are now depicting women in a diversity of roles that reflect their
changing place in society. In many ads, the stereotypic character traits attributed to
women have shifted from weak and dependent to strong and autonomous. 67
Some advertisers have found that being more sensitive to women customers can
influence their purchase behavior. For example, Maidenform ran a campaign critical
of negative stereotyping of women that significantly increased sales (Exhibit 22-12).
Exhibit 22-12 Maidenform’s campaign lamenting the stereotyping of women resulted in a
significant increase in sales
Somehow, women always seem to
be portrayed like this.
Or like this.
Like this.
Or like this.
Like this.
Or like this.
While there are many stereotypes
of women…
there aren’t many women who fit
them.
A simple truth known by all
women . . . most men . . . and one
lingerie company.
© The McGraw−Hill
Companies, 2003
767
Chapter Twenty-two Evaluating the Social, Ethical, and Economic Aspects
of Advertising and Promotion