Advertising, Marketing & Stereotypes
Women make over 80 percent of purchasing decisions in the U.S. and are primary consumers of a wide spectrum of products and services, but they are significantly underrepresented in the advertising and marketing fields. The advertising sector is overwhelmingly male-dominated and managers and account executives continue to rely on sexualized and objectified images in their marketing. Such campaigns can be harmful to women and girls in reinforcing stereotypes about consumer preferences and gender roles. Marketing to “tweens” (ages 8-12) and teens has added new psychological and economic pressures on girls to conform to unrealistic standards and increase consumption.
What We Do
NCRW is a network of leading university and community based research, policy, and advocacy centers with a growing global reach dedicated to advancing rights and opportunities for women and girls. We also have a Corporate Circle comprised of senior diversity professionals from leading U.S. and global member companies and a Presidents Circle of college and university leaders who share our commitment. NCRW harnesses the collective power of its network to provide knowledge, analysis, and thought leadership on issues ranging from reducing women’s poverty to building a critical mass of women’s leadership across sectors.
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© 2007 - 2013 National Council for Research on Women
11 Hanover Square, 24th Floor, New York, NY 10005 - Ph.212.785.7335 - Info: ncrw@ncrw.org
11 Hanover Square, 24th Floor, New York, NY 10005 - Ph.212.785.7335 - Info: ncrw@ncrw.org
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As someone who studies girl culture and as a mother of a 13 year old, I can't miss the avalanche of "mean girls" in the media and what it suggests to my daughter; to all our daughters. Can we imagine a girl-targeted reality show, sitcom, or drama that doesn't revolve around a catfight? Do we really need more movies like Bride Wars or another Jennifer-Angelina magazine cover with an inset of Brad in the corner? It seems like the only public displays of sisterhood we see any more involve girls collectively dissing other "bad" girls or commiserating over break ups with guys. As an education professor, I spend a lot of time in public schools. 
We asked advocates and scholars working on issues affecting girls’ lives to address the national conversation on girl’s needs, desires, and rights. What would they like to see changed? Below is the first response in this week’s forum: Health is not just the absence of disease or risk. It is the ability to live in a healthy body, with a healthy mind and spirit. Girls need more than the elimination of risks and dangers in their lives, environments, schools, neighborhoods, homes. They need the encouragement and information that can enable them to live in the positive. Most government funded research focuses on what, how and sometimes why negative practices, forces, impacts can be eradicated. How about some effort, energy and resources getting behind what works for diverse girls? What girls need to enhance their resilience not just to minimize their risks?