Women and social advertising: between stereotypes and discrimination
From the ISTAT research “Gender stereotypes, rejections, and discrimination”, the results of which were presented last December, what emerges is the portrait of a nation still trapped in gender stereotypes. “Although a large part of the population seems to have abandoned the belief that men should take on more responsibilities than women, there continues to be a hard core that resists change,” comments the curator of the study, Linda Laura Sabbadini, head of the ISTAT department.
But to have a global picture of the situation, we must refer to the Global Gender Gap Report 2013. Italy has gained 9 positions, from 80th in 2012 to 71st, but remains two positions behind China. Our country is still very far from guaranteeing equal rights between men and women. Specifically, we are 44th in politics, 65th for school, 72nd for health, and 99th for equality in the labor market.
The Gender Gap is an international problem. This is how advertising talks about it, in Italy and abroad.
2014 – Comfortable Experiment: 50 People 1 Question, Jubilee Project2012 – Close the gender pay gap, European Commission 2013 – Break the Box, TAASA2013 – The fairest ATM of Switzerland, Zurich Women’s Center2013 – Punto su di te, Pubblicità Progresso2013 – Demand equal pay, YWCA2006 – Casalinghe, Ballarò2012 – Speak for yourself, ATFD – Tunisian Women’s Rights Asociation2012 – Se crescono le donne cresce il Paese, Se Non Ora Quando2012 – Fiction, Institut Catala De la Dona2008 – La parità moltiplica le opportunità per tutti, Asssociazione ScambiaIdee2008 – Tram, La72007 – Executive cow, Mortierbrigade2008 – Women are still in discount, ZIJKANT2013 – Extreme Housekeeping, ZIJKANT2012 – Gender Equality, European Commission2007 – Gender Equality, Trócaire2010 – Barriers, Catalyst
