Why Marketing is (Still) Sexist and How to Fix It
by Jane Cunningham, Philippa Roberts
This title was previously available on NetGalley and is now archived.
Pub Date 18 Feb 2021 | Archive Date 23 Jun 2021
Penguin General UK, Penguin Business
If you thought misogynist marketing ended with #MeToo, think again.
Sexism is still rife in the advertising world where brands too-often rely on lazy, dated stereotypes or simplistic femvertising. In an industry largely dominated by men, half the population is being misrepresented - the half with 80% of the buying power - and often to disastrous consequence.
Bringing together case studies, stories and new research from across the world, Jane Cunningham and Philippa Roberts propose a powerful solution: a Bechdel test for creatives and brands.
It poses the questions:
- Does the campaign show a diverse group of women?
- Is the product fixing women who don't fit the ideal?
- Are the women presented as passive or performative?
An innovative framework to identify outdated stereotypes and avoid scandal, Brandsplaining helps brandscreate fresh, original content that connects with their female consumers. Every time.