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Positive gender portrayal in advertising

Date of publication: September 23, 2018

Catalogue: Congress 2018

Company: Diageo

Author: Andrew Geoghegan

Abstract:

This paper describes how we developed a framework from cultural insight to help our marketers and our creative agencies avoid stereotypes and represent gender more progressively in our brand communications. The paper will also explain how we delivered this insight differently into the business and some of the impact to date.

Andrew Geoghegan

Author

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Positive gender portrayal in advertising

Catalogue: Congress 2018

Author: Andrew Geoghegan

Company: Diageo

September 23, 2018

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Citation

Geoghegan, A. (2018a, September 23). Positive gender portrayal in advertising . ANA - ESOMAR. Retrieved March 24, 2025, from


https://ana.esomar.org/documents/positive-gender-portrayal-in-advertising-


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Gender bias in brands and business

Catalogue: Asia Pacific 2017: Discoveries

Authors: Amy Fridlund, Nikki Feld

Company: KANTAR TNS Malaysia

December 4, 2017

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Fridlund and Feld (2017a, December 04). Gender bias in brands and business. ANA - ESOMAR. Retrieved March 24, 2025, from


https://ana.esomar.org/documents/gender-bias-in-brands-and-business-9205


Research Papers

Gender bias in brands and business

Catalogue: Asia Pacific 2017: Discoveries

Authors: Amy Fridlund, Nikki Feld

Company: KANTAR TNS Malaysia

May 9, 2017

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Citation

Fridlund and Feld (2017a, May 09). Gender bias in brands and business. ANA - ESOMAR. Retrieved March 24, 2025, from


https://ana.esomar.org/documents/gender-bias-in-brands-and-business


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Citation

Geoghegan, A. (2018a, September 23). Positive gender portrayal in advertising . ANA - ESOMAR. Retrieved March 24, 2025, from


https://ana.esomar.org/documents/gender-bias-in-brands-and-business