Gender and Advertising in Southern Africa
Written by Colleen Lowe Morna and Sikhonzile Ndlovu | 16 July 07
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Gender and Advertising
A ground breaking study on gender and advertising in Southern Africa, conducted by Gender Links, has revealed that women are more likely to be seen than heard; they predominate in billboards and still images and hardly feature in voice-overs; and it is in these still images that we see blatant stereotypes at their worst.
Covering 1650 radio, television, print and billboard advertisements in Mauritius, South Africa, Zambia and Zimbabwe, the study aimed to establish how women and men are represented in advertising.
Precisely because of its power over the mind, advertising is a critical area of concern for transforming gender relations. The good thing is that women are far more likely to be reflected in advertising that in news content. The bad news is that this is often for all the wrong reasons as women continue to be type cast as homemakers and cooks. What is interesting about this research is that audiences are alive to these biases. Women and men warmed to the increasing number of “gender benders” in advertising.
Chapter 6 - 252682 KB Chapter 5 - 520987 KB Chapter 4 - 450107 KB Chapter 3 - 734812 KB Chapter 2 - 498441 KB Chapter 1 - 463910 KBMore information about this resource:
| Price | 10 |
| ISBN | 978-0-620-38765-1 |
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