Commercials are powerful tools to persuade and influence consumers, but they can also reinforce harmful stereotypes and attitudes towards women. How can you create commercials that respect women and promote gender equality, without compromising your creativity and effectiveness? Here are some tips to help you craft commercials that are ethical, inclusive, and engaging.
One of the most common and damaging ways that commercials disrespect women is by treating them as objects, rather than as human beings with agency and dignity. Objectification can take many forms, such as focusing on women's body parts, sexualizing women in irrelevant contexts, or using women as props or rewards for men. Objectification not only degrades women, but also alienates and insults your audience, who may find your commercial offensive, irrelevant, or unrealistic. To avoid objectification, make sure that your commercial portrays women as active, diverse, and complex characters, who have their own goals, preferences, and personalities.
Another way that commercials disrespect women is by relying on stereotypes, such as portraying women as passive, emotional, domestic, or dependent on men. Stereotypes are not only inaccurate and limiting, but also harmful, as they reinforce gender inequality and discrimination. To challenge stereotypes, try to show women in diverse and non-traditional roles, such as leaders, professionals, innovators, or adventurers. You can also use humor, irony, or subversion to critique and expose stereotypes, rather than reinforce them.
Un ejemplo claro de esto es la marca nivea. Tiene productos muy diferenciados para hombres y mujeres, pero la crema “básica” (con la misma composición) es anunciada de forma totalmente distinta cuando en el bote pone “for men” mientras a ellos les muestra rudos, fuertes y exitosos, a ellas las muestra delicadas, elegantes, y con actitud alegre. Esto me llama especialmente la atención porque literalmente están vendiendo el mismo producto de dos formas distintas dependiendo de cual es su público objetivo.
A positive and respectful way to create commercials that respect women is by empowering them, that is, by showing them as confident, capable, and independent individuals, who can make their own choices and achieve their own goals. Empowering women does not mean ignoring or denying their challenges or struggles, but rather highlighting their strengths, skills, and resilience. Empowering women also means respecting their diversity and individuality, and avoiding generalizations or assumptions based on their gender. To empower women, try to show them as protagonists, decision-makers, problem-solvers, or influencers, who have a voice and a vision.
También es importante el empoderamiento real. Es decir, no solo utilizar a la mujer empoderada como reclamo publicitario, sino implantar ese respeto e impulsar el empoderamiento de las mujeres dentro de la misma empresa que dise?a la publicidad, comercializa el prducto o lo crea. Son necesarios referentes, pero también es importante que la perspectiva no llegue mediada por lo que “un hombre considera que es una mujer empoderada” sino que sea una perspectiva igualitaria que muestre el éxito como una cualidad que no depende del género.
Creating commercials that respect women does not mean excluding or ignoring men. On the contrary, it means including men as allies and partners, who support and respect women's rights and aspirations. Including men also means challenging the stereotypes and expectations that affect them, such as portraying them as aggressive, rational, competitive, or dominant. To include men, try to show them as empathetic, cooperative, flexible, or supportive, who value and appreciate women's contributions and perspectives.
Before you launch your commercial, it is important to test it with your target audience and get their feedback. This can help you identify any potential issues that may offend or alienate your audience, or damage your brand reputation. Additionally, testing can measure the effectiveness and appeal of the commercial, and ensure that it aligns with your goals and values. To do this, you can use surveys, focus groups, interviews, or online platforms. Questions to ask may include: how do they feel about the commercial? What message or impression do they get from it? How do they relate to the characters or situations? How does the commercial influence their perception or intention towards the product or brand? How does it compare to other commercials in the same category or market? Creating commercials that respect women is not only a moral and social responsibility, but also a smart and strategic decision. Doing so can create commercials that are ethical, inclusive, and engaging; connecting with your audience and boosting your brand image and loyalty.
No determinar a tu público objetivo en base a estereotipos de género. La discriminación en muchas ocasiones viene desde la misma base. Si el dise?o del producto está influenciado por estereotipos de género (elegir formas angulosas, robustas, con colores fuertes y oscuros para hombres, y formas redondeadas, suaves y colores claros para mujeres), es muy probable que el proceso de comercialización y marketing no pueda escaparse de este sexismo. Creo que perspectiva de género y el esfuerzo consciente de no discriminación debería estar presente desde la misma creación del producto.