Gender and the business of advertising

A Mintel study looks into the gender views of consumers from Thailand, Indonesia and Australia to see how these relate to their perception of ads.

Stuck in the past? The study questions whether gender portrayals in advertising match the modern reality

One of the most popular ads in Thailand in 2014 was a two-minute spot called The Power of Love’ by telco Dtac and YR. Widely praised for the way it showed that human touch cannot be replaced by technology, the ad dispensed helpful parenting tips for young fathers left alone with their newborns. All fine except that childcare is a shared responsibility, and this ad was arguably perpetuating the age-old incompetent dad’ stereotype.

Yet...

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