Considered one of the most creative advertisements in the world, Brazilian advertising has innovated little or nothing in the approach to gender and race, according to a study released at the event “Integrating and Empowering: for rights and opportunities for migrant and refugee women in Brazil”, last year. International Women’s Day in São Paulo.
The tenth wave of the TODXS Survey, carried out by the Alliance without Stereotypes, of UN Women, mapped the representation in the Brazilian media in 2021 and demonstrated that, from 2015 to now, there have indeed been advances, with more narratives that empower than stories that stereotype. , but warns that much remains to be done.
In the research, which covers the period of March, April, July and December 2021, advertising on TV and on the social network Facebook were analyzed, considering 5,467 TV commercials and 1,657 Facebook posts, covering 425 advertisers, 35 advertising segments. market and 05 television stations, namely: Rede Globo, SBT, Record, Megapix and Discovery Kids.
As positive points, there is a change in behavior and gender roles, such as a greater presence of women in narratives that mix strength, leadership and self-esteem; more participation of men in domestic and family care.
Regarding the physical aspects, the tenth wave registers the highest percentage of protagonists with curly and curly hair achieved by the study (21%), demonstrating a significant change from the hegemonic straight that still dominates in the characters.
However, the number of advertisements featuring people with disabilities was insignificant in 2021: 1.2%. In addition, the percentage of 0% of advertisements with the participation of LGBTQIAP+ people is remarkable. This was the first time this had happened in six years of study. Brazil continues to be the country that kills the most trans people in the world, as revealed by the National Association of Transvestites and Transsexuals (Antra), so the presence of this community is urgent.
The following are some of the main results of the survey
gender stereotypes
Gender stereotypes in advertising still link women to motherhood and household chores and men to power and authority. In addition, women and girls still continue to be sexually objectified.
In turn, the research demonstrates that Brazilian advertising empowers women and men when it presents them in professions and with interests that break gender stereotypes and subjects and subjects of their own stories.
The research included a look at masculinities because boys are also impacted by gender stereotypes and tend to reproduce them as adults. Data from Instituto ProMundo indicate that boys are less likely than girls to identify gender stereotypes in the media and may be more vulnerable to the “third person” effect, in which people view the media as having a greater influence on others than about themselves.
The movement He for She (ElesPorElas)from UN Women also points out the need for men to form, together with women, “an ambitious, visible and united front towards gender equality”.
media maturity
The mature audience (over 60 years old) appears in an empowered way in 57% of the advertising pieces analyzed: as active, working, making plans and interacting with other generations. In the case of advertising with mature audiences, we have 89% white men and 96% white women. It is an interesting fact to be followed, given that in 2050 Brazil will be the sixth oldest country in the world, ahead of developed countries, according to the survey. World Population Ageing2017, of the United Nations.
Brazilian advertising is still fatphobic
The standard of beauty idealized in Brazil for women is a white, thin woman, with curves, straight and brown hair. This pattern appears in 62% of TV and Facebook protagonists. The number of insertions of models and actresses plus sizedid not go from 0% on TV and reached the percentage of 2% on Facebook.
Few black men and women in the spotlight of stories
Although almost 56% of the Brazilian population declares itself to be black, Brazilian advertising is still little challenged in narratives for black men and women as central characters, collaborating in the maintenance of racism and racial discrimination, which goes against the advancement of the racial agenda under debate. global.
The survey points out that there was a growth from 22% to 27% in the representation of black women protagonists on TV in relation to 2020. In the case of black men protagonists on TV, there was a significant increase compared to the previous year. The number went from 7% to 20%.
The absence of racial diversity reaches 16% in advertising starring women. If we analyze racial inclusion by segment, we have an absence of black and black characters in the footwear, home and decoration, automobiles, non-alcoholic beverages and tourism segments and less than 20% of representation in the segments of advertising of medicines, entertainment, communication and media, alcoholic beverages, beauty and personal care and electronics.
As a positive point, black representation is greater than 50% in the segments of public services, telecommunications, events, financial services,fast foodbaby care and websites and apps.
Children’s advertising is also stereotyped and with the absence of black protagonists
Regarding data from children’s advertising, many of the stereotypes seen in adult advertising are reproduced: boys and men are represented as specialists, professionals or in advertising that reinforce the idea of physical strength. Girls and women, on the other hand, appear in children’s advertising in pieces about family care, motherhood and also as specialists, which is, in this case, a point of empowerment.
In children’s advertising, there is a lack of black female protagonism: the result showed 73% of white women and girls compared to 27% of women of other ethnicities.
TODXS search
The TODXS survey was born in 2015 in partnership with Heads Propaganda with the objective of mapping how gender and race are represented by Brazilian advertising, through the analysis of TV commercials and Facebook posts. Over the past few years, the study has gained new insights and today, in this 10th wave, it expands the analysis by bringing data on representativeness of the LGBTQIA+ audience, people with disabilities, mature audiences, advertising for children, in addition to a chapter on masculinities and the inclusion of two more open TV stations.
Since the first wave, the study has become an important source of research for communication professionals, journalists, researchers and students, pointing out the evolutions and setbacks of advertising content produced by the Brazilian market. Today, research is one of the main tools of Aliança Sem Stereotipos – the Brazilian chapter of the Unstereotype Alliance, a global coalition coordinated by UN Women, bringing together brands, companies and industry entities to fight stereotypes in communication.
Alliance without Stereotypes
Created in 2017, the Alliance without Stereotypes aims to promote stereotype-free advertising through a platform of thought and action that uses an intersectional approach. With this, we seek to eradicate gender stereotypes, and, in Brazil, focusing on the underrepresentation of black and indigenous women, with disabilities and the LGBTQIAP+ community.
The Alliance Without Stereotypes includes national chapters in South Africa, Brazil, United Arab Emirates, Japan, Mexico, Kenya and Turkey, in addition to Brazil, the first chapter to be launched by the Alliance in 2019. The purpose of creating national chapters is that the approach is designed in a way that considers the social and cultural nuances of each market in order to carry out relevant actions at the local level and consistent at the global level.
This article was originally published on the official website of HIM No brazil.
Want to know more about the news? Don’t forget to follow ADNEWS on social media and stay on top of everything!
The post Brazilian publicity advances with stories of empowerment appeared first on DNEWS.
