In the world of advertising, we are known to get all giddy over yoghurt and lose our cool at the sight of a chocolate bar. In the real world, us women play sport, don’t always shave, burp, fart and are your boss. The modern mindset on gender, however, is moving much further and faster than how it is represented in advertising. At its best, advertising contributes to culture, taps into the popular mindset and captures the moment. At least the Cannes Lions festival has managed to turn it into something positive, in the form of their new Glass Lion award, created this year to recognise advertising that shatters gender stereotypes.Īdvertising and the real world have diverged on gender. Such a shame about that whole glass-ceiling thing, isn’t it? Really tarnishes the whole image of glass.
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