With International Women’s Day on the horizon (8 March 2017), The Museum of Brands in London, is to examine the portrayal of women in advertising through a series of talks and a specially commissioned film.
The film showcases 10 well-known television commercials from the last 50 years, and examines how gender stereotypes in advertising have changed – from the familiar domestic role often associated with women, to the more recent depictions – enjoying a more even playing field to their male counterparts.
The film is produced by Lindsey Clay, former President of Women in Advertising and Communications London (WACL), and CEO of Thinkbox, the marketing body for commercial television in the UK.
Campaigns featured include the Fairy Liquid advertisement from the 1960s, showing a mother and daughter and the famous catchphrase "For hands that do dishes that are soft as your face – mild green Fairy Liquid”, the P&G’s Always Like a Girl (2004) and Sport England’s much celebrated This Girl Can campaign (2015).
Lindsey Clay says, “Advertising is a key part of popular culture and a reflection of social norms. The progress that has been made in our advertising of the portrayal of women mirrors how society has developed. Initiating debate is an excellent way to judge how far we have come from women being glued to the kitchen sink in ad breaks – and how far we still have to go.”
This is one for your calendar – an exhibition not to be missed. The film opens on 8 March and runs until 25 June at the Museum of Brands, London. There's also an afternoon of talks on Mother's Day, Sunday 26 March, where you'll be able to see the portrayal of motherhood in the media – including some of the example advertisements below.