2.8 Advertising and Culture Flashcards
Advertising and culture
As advertising practitioners, we create and disseminate advertising that resonates with people. Using culture as a tool throughout our communications allows us to be more relevant to the people we are trying to reach.
The other side is that advertising reflects our culture, creating a shared story in the public mind that reinforces cultural norms.
They are inextricable and both build and contribute to one another.
Breaking the “Period Taboo”
Let’s consider the advertising of sanitary products. For years, adverts used blue liquids, sustaining the ‘Period Taboo’.
In 2017, Bodyform broke category norms and used red liquid on their product in an advert to better represent what the pads were used for. Bodyform was committed to destigmatising periods and took a bold step in its advertising.
The world has significantly changed since the first Kotex advert in the 1870s. The product received no mention!By 2017, when Bodyform released the taboo-breaking advert, many societal norms had changed, with women taking a much more prominent place in society. But could Bodyform, or another sanitary product, have taken this step earlier?
For years, sanirtary product adverts used what ? And what did this do?
For years, adverts used blue liquids, sustaining the ‘Period Taboo’
What did Bodyform do in 2017?
In 2017, Bodyform broke category norms and used red liquid (rather than the typical blue liquid) on their product in an advert to better represent what the pads were used for.
Bodyform was committed to destigmatising periods and took a bold step in its advertising.
By 2017, when Bodyform released the taboo-breaking advert, many societal norms had changed, with women taking a much more prominent place in society. But could Bodyform, or another sanitary product, have taken this step earlier?
When was the first Kotex advert? What was odd about that advert?
the first Kotex advert in the 1870s. The product received no mention!
Diversity and inclusivity
As society becomes increasingly diverse in terms of race, ethnicity, sexual orientation and differences in ability, brands must reflect these changes. These changes must not just be by using actors from various backgrounds in their advertising but must extend to the people they employ and the causes they support.
Firstly, swapping characters out for mercenary business means would be unethical. Secondly, the better your team reflects society, the better your company can make inclusive decisions about its marketing.
Looking at the advertising industry, their research has shown that it doesn’t reflect the wider working population - expand
- Women are being hired in the industry (58 % vs 41% women)
- Workforce skewed towards white and young
- Lack of differently-abled people including neurodivergent people
What do MEFA do?
Media for All work tirelessly to help people from Black, Asian and ethnic minority backgrounds enter and succeed in the media industry.
The Advertising Standards Authority (ASA) commissioned research that has looked at the extent to which portrayal of race or ethnicity in UK ads might reinforce adverse stereotypes and cause serious offence. Unfortunately, they uncovered three potential harms that could arise from these adverse portrayals. What were they?
- Reinforcement of existing stereotypes: always showing black, Asian and minority ethnic groups in stereotypical roles or possessing stereotypical characteristics.
- Creating new stereotypes through one-dimensional depictions of black, Asian and minority ethnic groups.
- Reinforcing racist attitudes and behaviours, which potentially evoke past trauma.
The Advertising Standards Authority (ASA) commissioned research that has looked at the extent to which portrayal of race or ethnicity in UK ads might reinforce adverse stereotypes and cause serious offence. Unfortunately, they uncovered three potential harms that could arise from these adverse portrayals.
Reinforcement of existing stereotypes: always showing black, Asian and minority ethnic groups in stereotypical roles or possessing stereotypical characteristics
Creating new stereotypes through one-dimensional depictions of black, Asian and minority ethnic groups.
Reinforcing racist attitudes and behaviours, which potentially evoke past trauma.
The potential for harm is high. What have the ASA consequently done?
The ASA has called on the Committee of Advertising Practice (CAP) and its broadcasting equivalent, BCAP, to provide guidance and rules around harm, offence and social responsibility. The aim is to help advertisers better represent society and the communities within the UK.
There is an appetite to galvanise change for greater representation, with many media owners encouraging greater representation in advertising. Give an example of this
The Channel 4 Diversity in Advertising Award is one example of this. It awards £1m in media space to campaigns demonstrating intersectionality of age, gender, sexuality, disability or ethnicity.
In 2022, its focus was campaigns that amplified disabled people based on damning stats that showed only 4% of TV adverts featured a disabled person, even though 22% of the UK population is disabled. This is an example of where advertising is not reflecting society and has some catching up to do so. It’s heartening to see organisations championing this change.
Diversity and inclusion in media
92% of diverse audiences want to see brand ads in their specific media.
Mainstream media choices can reach inclusive audiences, but they perpetuate inequity by under-investing in niche titles.
Investing in smaller, minority-owned media titles and suppliers can ensure we reach people through media that speaks to them and create a more equitable media landscape.
Privatisation of Channel 4
Government of Boris Johnson wanted to sell Channel 4 to make it more competitive and give it more creative freedom.
Opponents of privatisation argued it would undermine the health and creativity of UK TV programming and lead to severe under-representation of communities and generations across the UK.
Government under Rishi Sunak has now confirmed that the sale of Channel 4 will not go ahead.
Time will tell if there are any further developments on the future of Channel 4.
