Although women are more often cast in advertising than men, their portrayal in professional terms has fallen by 21% year-on-year in the past year. In contrast, their role is more often than before tied to the household or family. This is according to the "Gender in Advertising 2023" survey by the US company CreativeX.
The survey analysed 1,885 ads from the food, beverage, alcohol, healthcare and packaged goods sectors using artificial intelligence. It also evaluated the distribution of the $110 million investment spent on advertising in 2021 and 2022.
The analysis found that 57% of the characters in the ads are women, while only 43% are men.
Men were 73% more likely than women to be recruited to worker roles last year compared to the previous year, and 30% more likely to be recruited to managerial roles. In contrast, women were shown 46% more often in household-related roles and 3.6% more often in family-related roles than men. The portrayal of women in professional roles reduced by 25%, with investment in such ads declining by as much as 35%.
The analysis also showed that advertising investments differ significantly in terms of skin tone. A total of 23.6% of the advertising budget examined went to ads featuring lighter-skinned women, while only 6.8% went to those featuring darker-skinned women.
In terms of age, there was an interesting increase in investment in ads with women over 60, which increased by 221%. Even so, this was only a small percentage increase - from 0.29% to 0.93%, which is still only a fraction of the total number of ads in the market.
Source: mediaguru.cz
