Professional Services Editor
A GROUND-breaking study on gender and advertising in Southern Africa by lobby group Gender Links has found that while women are more likely to feature in advertising than in news content they are more likely to be seen than heard.
The report on the study released yesterday said women predominated in billboards and still images but hardly featured in voice-overs. In stills, blatant stereotypes were at their worst.
Covering 1650 radio, television, print and billboard advertisements in SA, Mauritius, Zambia and Zimbabwe, the study aimed to establish how women and men are represented and portrayed in advertising.
Monitoring took place over two weeks in December followed by male and female focus group discussions on selected case studies that were used in the report to amplify the quantitative findings.
No comments:
Post a Comment