The main goal of advertisers is to get people to buy the stuff they’re selling. Advertisers are in control of what consumers see and expect from society. They have the power within their hands. So why don’t advertisers and brands change the scene.
The brands and advertisers have the ability to change the misconceptions, that they helped conceive, into positive and real expectations. So, why don’t we see more advertisements that lead into a positive direction for our society?
However, consumers can also be at fault here. Since consumers are used to seeing advertisements with these misconceptions they have grown used to them.
The stereotype for women is that every woman should be a size double zero, but have a large bosom and backside. That she should be very feminine in all aspects, from the way she dresses to the way she acts.
However, the problem with this is that not every female fits this requirement society expects. Which then creates a cycle of everyday women not being happy with the way they look, but take their inspirations from the women in the advertisements.
Slowly some advertisers and companies are changing the landscape. Although it’s mostly for family-oriented or everyday brands, it’s a start. Maybe soon advertisers and companies will follow suit by changing the way women are portrayed.
For example, Cheerios had a commercial that included an interracial couple a few years back. Although I barely even recognized it, it was the topic of discussion for many. Another example is when Campbell’s Soup had a commercial with two dads.
And although those are brands that are selling to families, I think it’s a progressive move for advertisers and a message to all other brands.
One example I can think of where advertisers did give a realistic perception of an everyday woman is the Dove “Real Beauty” campaign. Although that was an executive decision from the brand, it definitely shed some light on the reality that all women aren’t the same and that’s okay.