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|Community responses to gender portrayals in advertising: a research paper||1.09 MB|
Advertising has a powerful influence on our attitudes and expectations in relation to gender. There is growing evidence that the use of gender stereotypes and increasing reliance on sexually objectifying images of women in advertisements undermines efforts to promote gender equality and prevent violence against women in Australia.
In 2018, Women’s Health Victoria (WHV) was funded by the Victorian Government to deliver a project to address sexism in advertising. This research into community responses to gender inequalities in advertising – produced collaboratively by RMIT University and WHV – was funded as part of this project. The aim of the study was to explore Victorian community responses to gender portrayals in advertising, in order to identify potential pathways forward to promote gender equality in the advertising setting.
To obtain detailed qualitative data on responses to gender portrayals in advertising, ten focus groups were held with 74 Victorian community members (46 women, 28 men) in metropolitan and regional centres. Data was collected on perceptions of gender portrayals in advertising and the impacts of these portrayals, understandings and perceptions of the regulation of advertising in Australia, and how gender portrayals in advertising could be improved.
Portrayals of gender