Various studies on gender stereotypes in commercials indicate that although the advertising industry is slowly changing for the better, marketing continues to target specific products to certain customers based on traditional gender roles.
Women are pitched hygiene and cleaning products, whereas men get ads for banks, credit cards, housing, cars and other significant financial investments.
This year, U.N. Women teamed up with Unilever and other industry leaders like Facebook, Google, Mars and Microsoft to launch the Unstereotype Alliance. The aim of this global campaign is to end stereotypical and sexist portrayals of gender in advertising.
As part of the #Unstereotype campaign, Unilever also undertook research on gender in advertising. It found that only 3 percent of advertising shows women as leaders and just 2 percent conveys them as intelligent. In ads, women come off as interesting people just 1 percent of the time.
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