Despite the progress made, advertising still sexualises the image of the female sex, disproportionately under-represents women and only one accepted body normativity. As a social agent and educator, advertising must assume its role in the change towards gender equality, since it is present in the lives of all people.
For this reason and to help in the process, The Big Now women database has published a sort of White Paper on the search for gender equality in advertising. It is a document that aims to educate about basic concepts and make people understand that there is still a long way to go in this regard.
How to advertise in ways that contribute to gender equality?
The white paper addresses several topics. We can find a first part dedicated to the history of women. It tells how housewives ended up becoming icons of sexuality and the fight for emancipation.
The work also deals with women's empowerment, the standardisation of beauty, gender roles and cliché phrases, as well as the stage of deconstruction in which society currently finds itself.
Brands and equality
It is worth mentioning that the book is very focused on brands, to whom it suggests best practices. In addition, it offers a series of golden rules for achieving inclusive advertising and “feminist” communication.
Examples of the campaigns used include: Sephora's 'The Unlimited Power of Beauty', which, despite being a cosmetics brand, ignores the objectification of women. On the other hand, Adidas' 'Reimagine Sport', which includes all types of women doing sports. Or Frida Mom's 'Golden Globes Spot', which seeks to normalise breastfeeding in public.
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