If the fight against gender stereotypes is at the heart of the discussions, the representation of men but also of women in brands remains crucial. An exclusive study, initiated by aufeminin, proves it.
Blue for men and pink for women, does this misconception seem to you come from an ancient time? However, gender stereotypes remain very strong and the representation of men and women in the media, especially in advertising, have an important role to play in putting an end to preconceived ideas.
As proof, thestudy on new masculinities initiated by aufeminin and carried out with 1431 people. It shows the importance that we all attach to the way we are represented. 78% of men and women between 18 and 74 years old who were interviewed believe that the media, that is to say – say television, cinema or even the press, have a role to play in the fight against gender stereotypes. 71% of them say the same is true for advertising.
Are we done with the hyper muscular men and the sexualized women in the commercial? No, according to 75% of French people questioned as part of the study, who believe that “The advertisements are still too gendered according to the product category.” 75% consider that “The men featured in advertisements are very often stereotypical.” Result: a majority of men do not identify with those represented in advertisements, in particular, when they are between 65 and 74 years old, since 67% of them are dissatisfied and only 2% are dissatisfied. to regain. In question, men mostly young, but also, corresponding to an unrealistic ultra-virile ideal of beauty …
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Towards the end of gender stereotypes in advertisements?
Faced with the expectations of consumers, is an evolution possible? It is even on the move, according to those interviewed. 59% of them believe that brands have, in recent years, represented men more faithfully. We think in particular of the Gilette brand which, after decades of virilist representations of men, changed course in 2019 with a new advertising campaign. Gillette’s traditional slogan in the United States, “The best a man can get” (“The best a man can have”, in French) in front “The best a man can be”, that is “The best a man can be”. As for the campaign spots and posters, they reviewed cliché and sexist situations to better denounce toxic masculinities, encouraging men to be allies in the fight against gender stereotypes.
In 2020, Gilette even went further by representing non-standard models. Ads featuring a couple of gay men, a young transgender man, a very tattooed young man, another with long blond hair … Lois, a transgender man shot for this campaign, confides to aufeminin the importance of the various representations masculine. “Masculinity is multiple. It depends on how we feel and our experience. We must detach ourselves from the cliché of the virile, tall and muscular man. We can also be sensitive…”, he claims.
Whether these brands are surfing the progressive wave opportunistically or whether they are sincere in this commitment, remains that by breaking the codes, they celebrate not one, but a thousand ways of being a man. An essential step in the deconstruction of the diktats of our society.
Mélanie deciphers pop culture from a societal angle and questions the female gaze in films or even series, because everything is a question of gaze, she …