Such portrayal could lead consumers to like the ad and the brand better.
A recent study by the Journal of Advertising Research found that there is benefit to be drawn by depicting women in roles traditionally associated with men in advertising. The “extra effort” put into nonstereotypical gender portrayal regarding occupation “was awarded with greater attention”.
It also evoked “more social thoughts”, feelings of connectedness and favourable views for the ad and brand. The study shares that advertisers must view this finding as a strong encouragement when considering nonstereotyped occupational gender-role portrayal.
Such advertising could make viewers feel a “little closer to the people portrayed in the advertisement”. It makes the consumers like the advertisement and the brand a little more. The findings were arrived at after three rounds of analysis.
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