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Unpacking gender bias in advertising

From J. Walter Thompson Worldwide, "New joint research from The Geena Davis Institute on Gender in Media at Mount Saint Mary’s University and J. Walter Thompson New York, in collaboration with University of Southern California’s Viterbi School of Engineering, analyzed more than 2,000 films from the Cannes Lions archive (English language only).

It reveals that men get about four times as much screen time as women and speak about seven times more than women.

Our Women’s 2016 Index, part of its Female Tribes initiative, revealed that “85% of women said that when it comes to representing them, the advertising world needs to catch up with the real world.”

The new research, called Unpacking Gender Bias in Advertising, shines a new light on this finding.

  • There are twice as many male characters in ads than female characters.
  • 25% of ads feature men only, while only 5% of ads feature women only.
  • 18% of ads feature only male voices, while less than 3% of ads featuring female voices only."


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