This is a bit of a sensitive subject really. I’m possibly a little nervous. But I’m going with it anyway, so I’ll await the backlash.
We, as an industry, are sexist.
Now, I’d rather not explore the reasons why in too much detail. Call it a cop out, but I’m neither bright enough nor inclined enough to work through the mountains of research already available on the subject. I suppose I just wanted to state the fact, one replicated across many industries I should add, that we’re to often blindly incapable of looking at any subject or topic in any other way than through a male lens.
The examples are countless. My favourite, this, a musical ditty on the importance of ‘trimming your bush’. (If this was created by a woman, then I apologise… but, surely)
The thing is our clients are men, bosses men, creative directors men. We create for a single sex audience. This muddled set of objectives leads to work created by and for men regardless of who will actually be purchasing the product or service. This article in Sunday’s Observer highlights the point perfectly.
I suppose the point is that regardless of who the consumer is, we shape campaigns, create adverts, design products ultimately to satisfy the client. The creative director selects what they believe will satisfy the client, we build campaigns which we believe will be most liked by the client. It’s the nature of the business, I suppose. Unavoidable, but unfortunate.
Yes, of course, there are women in high profile positions. There are men with an intuitive understanding of women, and at least, you’d hope, male advertisers who rely heavily upon insights and understanding of their audience (male and female)
But I suspect this is not always the case. I suspect we instinctively approach campaigns from a male perspective whoever we’re attempting to speak to, and as such create work which may well receive a pat on the back from colleagues and bosses, but’ll leave the most important people feeling a little flat.
Picture courtesy: Breezesdriver
