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Women Deserve Better Representation in Advertising
In an era where advertising plays a significant role in shaping societal norms, it’s time we recognize that women are not mere objects for marketing gimmicks. A few years back, Sarah Thompson, a passionate advertising executive in New York, embarked on a mission to challenge the portrayal of women in ads. After conducting a simple online search for “objectification of women,” she was appalled by the results. Inspired to make a difference, her agency, Thompson & Co., pledged to avoid creating any imagery that dehumanizes women.
Sarah and her partner, Mike Reynolds, took their advocacy a step further by producing a powerful video. In it, women held up various ads while voicing their demands for a change. The message was clear:
“I am your mother.
I am your daughter.
I am your sister.
I am your manager.
I am your CEO.
Don’t speak to me that way.
#WomenDeserveBetter”
It’s crucial that we hold brands accountable for the messages they send. The relentless stream of objectifying images we encounter daily is damaging, especially to our children. We have the power to change this narrative. Misogynistic advertising not only fosters harmful stereotypes but can also lead to violence and harassment against women, as noted by numerous studies, including those by renowned researcher Jean Kilbourne.
Women control approximately 75 percent of purchasing decisions, yet only 11 percent of advertising creatives are women. This disparity highlights a pressing need for the industry to listen to and elevate women’s voices.
Sarah’s dedication to this cause is deeply personal. Having faced unimaginable loss in a tragic fire, she found a renewed purpose in advocating for dignity in advertising. “I wanted to find something that was bigger than me, bigger than the fire, and that could be a true service to people,” she reflects.
Efforts like the #AskHerMore campaign initiated at the 2014 Oscars have shown that small actions can lead to significant change, shifting the focus of interviews from appearance to achievements. The #WomenDeserveBetter movement aims to shine a spotlight on the objectification of women in advertising and demand that brands step up and do better.
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In summary, we must continue to advocate for more respectful and accurate representations of women in advertising. Together, we can influence the next generation and ensure they grow up in a world that values women for their contributions, not their appearances.