广告中的性别偏见（英文）.pdf

Research, Trends and New Visual LanguageGender Bias in Advertising“This Girl Can” campaign from Sport EnglandIn 2017, discussions around gender and media have reached a fever pitch. Following a bruising year at the ballot box, fourth-wave feminism has continued to expand. From the Womens March to high-profile sexual harassment trials to the increasing number of female protagonists gaining audience recognition in an age of “peak TV,” women are ensuring that their concerns are heard and represented.GENDER BIAS IN ADVERTISING 2H&M Autumn collection ad 2016Weve seen movements for gender equality in Hollywood, in Silicon Valleyand even on Madison Avenue. In response to longstanding sexism in advertising, industry leaders such as Madonna Badger are highlighting how objectification of women in advertising can lead to unconscious biases that harm women, girls and society as a whole.Agencies are creating marquee campaigns to support women and girls. The Always #LikeAGirl campaign, which debuted in 2014, ignited a wave of me-too “femvertising” campaigns: #GirlsCan from Cover Girl, “This Girl Can” from Sport England and the UKs National Lottery, and a spot from H&M that showcased women in all their diversity, set to “Shes a Lady.” Cannes Lions got in on the act in 2015, introducing the Glass Lion: The Lion for Change, an award to honor ad campaigns that address gender inequality or prejudice. But beyond the marquee case studies, is the advertising industry making strides toward improving representation of women overall? How do we square the surge in “femvertising” with insights from J. Walter Thompsons Female Tribes initiative, which found in 2016 that, according to 85% of women, the advertising world needs to catch up with the real world?3GENDER BIAS IN ADVERTISINGWere finally able to answer these questions with the same rigorous, data-driven approach that informs so many other important decisions in advertising. New joint research from the Geena Davis Institute on Gender in Media at Mount Saint Marys University and J. Walter Thompson New York, funded by Google and developed at the University of Southern Californias Viterbi School of Engineering, analyzed more than 2,000 English-language films from the Cannes Lions archive to put numbers to the challenge of female representation in advertising, and get a sense of whether the situation is changing.“Technology advances in data sciences and machine learning give us new ways of shining light on media content, at scale and with an unprecedented level of detail and accuracy,” says Shri Narayanan, Niki & C. L. Max Nikias Chair in Engineering, University of Southern California. “It can give us novel insights not just by eliminating the mystery about potential unconscious biases in content, but in offering objective tools to shape content.”TECHNOLOGY REVEALING BIASOr, in the words of Caroline Heldman, research adviser to the Geena Davis Institute and associate professor in the politics department at Occidental College, “more data means more light is shed on the problem, which inspires more activism around the issue.”“Gender Bias in Advertising” emerges from earlier work by the Geena Davis Institute to create a tool to analyze gender representation in entertainment media. The Geena Davis Institute partnered with the Signal Analysis and Interpretation Laboratory (SAIL) at USC and with funding from Google to create the Geena Davis Inclusion Quotient (GD-IQ), which Heldman describes as “a computer engineering tool that is able to automatically analyze the screen time and speaking time of characters in video down to the millisecond.” Heldman says its the only software in existence specifically developed to collectively analyze gender, screen time and speaking time in media and entertainment content.Apart from automating the task of counting faces and voices, the GD-IQ is able to mark times with much greater precision than human researchers can achieve. “Theres infinite possibility,” says Madeline Di Nonno, CEO of the Geena Davis Institute. “Were excited because it allows us to reveal a level of unconscious bias that isnt possible with the human eye, and its able to go much deeper.GENDER BIAS IN ADVERTISING 410060708091011121314151620 30 40 50 60 70 80 9010066.133.9673363.936.172.627.468.131.963.136.967.332.763.736.359.840.261.238.863.136.9PercentageYears (2006 - 2016)LegendFemale CharactersMale CharactersThe research analyzed more than 2,000 Cannes Lions films from 2006 to 2016, focusing on winning and shortlisted entries in the Film and Film Craft categories from five English-speaking markets: the US, the UK, Canada, Australia and New Zealand. The sample included ads across 33 different categories, from cosmetics to insurance to social causes.Supporting the automated analysis, the Geena Davis Institute on Gender in Media research team conducted additional research, identifying age, location, objectification, and other personal characteristics associated with prominent characters. This analysis was based on verbal, physical, occupational, and social cues plus other factors.The research found that women consistently accounted for only about one third of all characters in commercials, across all years tested. In 2006, 33.9% of characters were women. Ten years later, the figure had barely budged, reaching only 36.9%. “We assumed that in advertising, given that women dominate purchasing, that commercials would have much greater female representation,” says Di Nonno. “To find out the reverse was quite surprising.”GENDER BIAS IN ADVERTISING: FINDINGSGENDER BIAS IN ADVERTISING 5Moreover, when it comes to womens screen time and speaking time in commercials, no statistically significant change has occurred in 10 years. In 2006, 43.6% of all commercials featured women on screen for 20% or less of their duration. In 2016, the figure was 44.2%. Ads depicting men only were five times as common as ads depicting women only: 25% and 5% of all ads, respectively. Men get about four times as much screen time as women. The study found similar percentages when it comes to speaking time. In 2006, 42.3% of commercials featured women speaking for 20% or less of the time spent on dialogue, compared to 41.7% in 2016. Analyzing the number of utterances, our research counted about three times as many for men as for women. Ads with only male voices were much more common than ads with only female voices, accounting for 18% and 3% of ads, respectively. Men speak about seven times more than women.The research also examined the content of speech for men and women in ads. Lines of dialogue spoken by men were about 29% more likely than lines spoken by women to contain words associated with power, and 28% more likely to contain words associated with achievement. The research also measured the dialogues complexity using the Flesch-Kincaid readability test. While both genders spoke lines that could be understood by the average fifth grader, womens spoken dialogue was slightly simpler than mens.“What this research shows is that our industry has tent-pole momentsamazing actions or campaigns when we all rally around women,” says Brent Choi, chief creative officer of J. Walter Thompson New York, “but when it comes to creating our regular ads for our regular clients, we forget about them.”Our research focused on analyzing advertisements themselves, rather than the industry that produces them. But the experience of the Geena Davis Institute has shown that the systemic problems that produce skewed gender representation cant be solved simply by adding female characters. More info: seejane/research-informs-empowers/data“We now know that simply adding women to scripts will not solve gender inequality in entertainment media,” says Heldman. “We have to write female characters with more screen time, more speaking time, more prominence in the storyline, with more personal agency, and without objectifying them.”The Geena Davis Institutes prior analysis of Hollywood films has also shown that the gender composition of the teams behind them has a powerful effect on how they turn out. “On the film side, we learned that when there was a female writer attached, we saw a 7.5% increase in on-screen roles for women across the 10 largest film markets,” Di Nonno says. Considering the extremely low percentage of female creative directors in advertising, she adds, the results of the latest study may not be so surprising.6GENDER BIAS IN ADVERTISING25% of ads feature men only on screen compared to 5% of ads that featureonly women on screen.There are about twice as many male characters as female characters shown on screen in ads.Measured by speaking time, men had three times as much dialogue as women.85% of women say film and advertising need to catch up to the real world when depicting women.of women switched off films or TV shows if they felt they were negatively stereotyping them.7GENDER BIAS IN ADVERTISINGXxxxxxxIn the current feminist moment, people are paying more attention than ever to women working behind the scenes in film, media and photography, and how this ultimately affects these industries output.The most recent example is Wonder Woman, which made headlines for taking $103.1 million in its debut weekend in the US alone. It was trailblazing not only for being the first DC/Marvel superhero film to feature a female protagonist (following 19 male-led films since the movie franchise launched in 2008), but also because its director, Patty Jenkins, is one of only three women to direct a live-action film with a budget of over $100 million.The success of Wonder Woman sparked discussion about the need for more female directors, writers and producers. Fans and critics have also widely recognized how a woman behind the lens affected important choices and nuances in the movie that were central to its triumph. The Getty Images Lean In Collection, a collection of realistic, authentic images of women and the communities that support them, is in many ways the opposite of a flashy nine-figure Hollywood blockbuster. But its reach is no less impressive: since launching in 2014, nearly 40,000 images have been downloaded through the collection, while Lean In images have been licensed in more than 95 countries. Wonder Woman 2017WOMEN BEHIND THE SCENES8GENDER BIAS IN ADVERTISINGPhotography by Jenna Masoud for MuslimGirl. Courtesy Getty ImagesGENDER BIAS IN ADVERTISING 9Xxxxxxx“Were beginning to understand that its not just about high profile wins, or campaigns, but its about creating a mass volume of images that present positive alternatives and about having a relentless commitment to the normalization of female power in all forums and spheres,” says Pam Grossman, director of visual trends at Getty Images.“Its also about representing the nuance of the female gaze,” she continues. “A female director will most likely shoot the same scene in an entirely different way and with a different perspectiveone that takes into account female ambition, desire, fantasy, agency, not to mention realistic physiology.” Grossman notes that academic concepts such as the “male gaze,” once little-discussed outside liberal arts campuses, are now part of mainstream cultural discourse in a way that seemed unlikely until very recently.Left: Photography by Klaus Vedfelt. Courtesy Getty ImagesRight: Rockie Nolan / Refinery29 for Getty Images10GENDER BIAS IN ADVERTISING