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Description

Some adverts support gender equality, but others still have work to do. Put yourself in the director’s chair – what would you change?

Resources

Device to show photos, videos, or slides

Instructions

Watch some ads

1) The person leading the activity should show everyone some examples of adverts that challenge or reinforce gender stereotypes.

We found examples from Always, Aptamil, Gillette, Guinness, RAF, This Girl Can, and Yorkie (links in download). You don’t have to show them all – it may be best to focus on a few, but pick some that challenge and some that reinforce stereotypes.

2) Everyone should chat about the adverts. What were their messages? Which stereotypes where challenged? Which were reinforced?

Check out the discussion pointers on download to get you started.

3) Everyone should talk about why adverts matter. They might think about how they reflect a culture but also reinforce beliefs by presenting them as acceptable, even if they’re trying to be funny.
I
n 2019, the UK’s advertising watchdog introduced a ban on adverts featuring ‘harmful gender stereotypes’. You can find out more on the BBC news website at https://www.bbc.co.uk/news/business-48628678.

Tags

• advertising
• gender equality
• Sexism

Badge Links

• World - Gender & Disabilities