Unilever made the decision more realistic to portray women in their videos, abandoning the familiar, but often do not match the current reality of gender stereotypes, informs Bi-bi-si.
“If you look at the role, personality and appearance [of the heroines of these movies], it would appear that they do not reflect the real lives of women. Some of the images may have been true a few years ago, but not now,” said the Agency’s head of marketing services, Unilever Keith Weed.
According to him, the study showed that about 40% of women do not identify themselves with the female images in advertising. The vast majority (90%) dissatisfied with the fact that advertisers use women as sexual objects.
MIA acknowledged that the old commercials are so stereotypical and incorrect depictions of men, but in the near future, the company plans to focus on a more realistic image of women. Since they often buy products of Unilever, annual spending on it is about $9 billion.
In particular, the company intends to withdraw from the use in advertising of deodorant and shower gel Axe image of women, thrilled at the sight of enjoying the Axe men and to those experiencing an irresistible attraction. And, for example, in advertising, bouillon cubes instead of the busy cooking mother-daughter appears father and son.