The document discusses empowering advertising for women and argues that current approaches are still overly stereotypical. It notes that empowerment should not just be a strategy but a methodology that flows through all marketing and challenges stereotypes about women and men. The document calls on the advertising industry to do more to authentically represent women beyond stereotypical female brands, interests, and tropes.

1. WOMEN
IN
ADVERTISING

2. IF YOU CONTRIBUTE TO
THE VISUAL CULTURE,
YOU HAVE A DUTY TO IT.

4. BECAUSE
YOU CANNOT BE
WHAT YOU CANNOT
SEE.

5. IT’S A GREAT TIME
FOR EMPOWERING
ADVERTISING

8. ‘FEMVERTISING’
noun
Advertising that employs pro-female
talent, messages and imagery to
empower women and girls.

9. BUT ‘EMPOWERMENT’ IS
GETTING OUT OF HAND.

13. WHY ARE THE
EMPOWERING BRANDS
ONLY SUPER
STEREOTYPICALLY
FEMALE BRANDS?

15. A WOMAN WHO:
LIKES MOISTURISER
HAS PERIODS
HAS SHINY HAIR
USES COSMETICS

16. LOOKS LIKE WE’RE BACK
IN THE SAME GENDERED
BOX.

17. SEGREGATED
EMPOWERMENT IS NOT
GOING TO BE ENOUGH.

18. EMPOWERMENT IS NOT
A STRATEGY;
IT IS A METHODOLOGY.

19. EMPOWERMENT
SHOULD FLOW
THROUGH EVERYTHING
YOU PUT OUT THERE.

20. OVERTURNING
GENDERED MARKETING
STEREOTYPES
(FOR BOTH GENDERS):

21. WOMEN MAKE 60% OF CAR
PURCHASE DECISIONS

22. IN 2015, BEER
WAS A MORE
POPULAR
CHOICE OF
DRINK FOR
WOMEN
THAN
PROSECCO

23. 20% OF BRITISH MEN COOK EVERY NIGHT

24. CHANGING THE
FACE OF WOMEN
IN ADVERTISING:

25. Most
British
women are
unmarried.

26. EMPOWERMENT IS NOT
A STRATEGY;
IT IS A METHODOLOGY.
I get off to
Fifty
Shades of
Grey.

27. We talk about
more than boys.

28. I am not
invisible.

29. IT’S TIME
FOR YOU TO
SPEAK UP -

31. Talk to me more:
@PhilippaDunjay