Women Tired Of Stereotypical Advertising

According to research carried out by Grey Advertising, women want advertising to drop its outdated stereotypes toward them. The research found:

• 96% of women say they want to be appreciated as individuals in their own right, with 70% saying that it is very important.
• 32% dream of having someone to help them do the domestic chores.
• Less women dream about losing weight (42%)
• 86% of women don’t consider themselves a housewife, with only a third saying that they prefer to the person in charge of running the home.
• More than 50% polled believe that the ‘new man’ is myth.
• Over 70% say the would be interested in seeing adverts that recognise that women don’t want to look 18 forever, showing interesting and attractive women who are also over 30 years old.
• 61% of women said they find most advertising boring and repetitive, 37% thinking that most adverts treat women as idiots and 32% think that most adverts are sexist.

Nigel Sharrocks, Managing Director of Grey Advertising, said: “The 1990’s seem to be a time of great opportunity for women. If they felt under pressure ten years ago to be simultaneously, the perfect mother, wife and career woman, today they are enjoying the choices they face, without feeling the constant need to live up to other people’s expectations.”

Grey: 0171 413 2362