Gender stereotypes
Gender stereotypes are widely held, over-simplified ideas about a group or individual based on gender.
Gender stereotypes are widely held, over-simplified ideas about a group or individual based on gender.
The advertising industry relies on stereotypes to get ideas across quickly and clearly – but what many people don’t realise is that stereotypical ads actually send a dangerous message.
The representations we see in advertising influence our beliefs, aspirations and behaviour. The more children and adults are exposed to gender stereotypes in mass media, the more likely they are to believe in narrow ideas about what it means to be a man or woman.
There is a lot of talk about gender stereotypes, and most of us agree they should be avoided. But brands and agencies tell shEqual they still have questions. This ‘how to’ guide unpacks the what, why, when, and how of gender stereotypes to help brands and agencies push past them and build characters that are authentic and representative of the audiences advertised to.
Created with the shEqual reference group, this guide breaks down the seven common female stereotypes seen in ads today: The Model Mother, The Passive Little Girl, The Observed Woman, The Sexualised Woman, The Pretty Face, The Magical Grandmother and The Ticked Box — plus we look at who’s missing from ads altogether.
Designed to start conversations and create change in the advertising industry. Download below to learn more and share with your workplace to take steps towards equality in advertising.
Women are still disproportionately shown as the sole caretakers both of the home and of children. Ads often show women caring, dressing, cooking and cleaning up after children, while mostly showing men engaging with children through playing outside.
To move away from the narrow message of mothers as caretakers and fathers as workers, we need to reflect on what Australian families really look like.
Women are still disproportionately shown as the sole caretakers both of the home and of children. Ads often show women caring, dressing, cooking and cleaning up after children, while mostly showing men engaging with children through playing outside.
To move away from the narrow message of mothers as caretakers and fathers as workers, we need to reflect on what Australian families really look like.
Women are still disproportionately shown as the sole caretakers both of the home and of children. Ads often show women caring, dressing, cooking and cleaning up after children, while mostly showing men engaging with children through playing outside.
To move away from the narrow message of mothers as caretakers and fathers as workers, we need to reflect on what Australian families really look like.
Women are still disproportionately shown as the sole caretakers both of the home and of children. Ads often show women caring, dressing, cooking and cleaning up after children, while mostly showing men engaging with children through playing outside.
To move away from the narrow message of mothers as caretakers and fathers as workers, we need to reflect on what Australian families really look like.
Women are still disproportionately shown as the sole caretakers both of the home and of children. Ads often show women caring, dressing, cooking and cleaning up after children, while mostly showing men engaging with children through playing outside.
To move away from the narrow message of mothers as caretakers and fathers as workers, we need to reflect on what Australian families really look like.
Women are still disproportionately shown as the sole caretakers both of the home and of children. Ads often show women caring, dressing, cooking and cleaning up after children, while mostly showing men engaging with children through playing outside.
To move away from the narrow message of mothers as caretakers and fathers as workers, we need to reflect on what Australian families really look like.
Women are still disproportionately shown as the sole caretakers both of the home and of children. Ads often show women caring, dressing, cooking and cleaning up after children, while mostly showing men engaging with children through playing outside.
To move away from the narrow message of mothers as caretakers and fathers as workers, we need to reflect on what Australian families really look like.
Advertising has the power to transform stereotypes and promote gender equality