Survey into ad gender stereotypes

Some 68 per cent of women and 62 per cent of men agree ads feed into gender stereotypes

12th March, 2017
The Serious Support ad by Lidl, which promoted women in sport

Does advertising reinforce gender stereotypes? Yes, according to the majority of Irish people. Some 68 per cent of women and 62 per cent of men agree. This rises to 84 per cent among those aged between 18 and 24, according to a study carried out by media communications agency MediaCom Ireland and women’s website Evoke.ie.

While 44 per cent of adults believe that advertising has improved in how it portrays women, most believe it still has a...

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