Tina Turner and Mother Teresa are the most popular role models among UK
women, who are fed up with young, empty-headed advertising stereotypes,
according to a report commissioned by Grey.
The study, conducted in August this year by NOP Consumer Market
Research, yielded few surprises about how isolated women have become
from advertising - 32 per cent, for example, feel commercials are
sexist, while 61 per cent find advertising boring and repetitive.
What the research did reveal, however, are the new dreams and
aspirations of women - which are more likely to centre on extensive
travel and the acquisition of wealth than finding a ‘dream man’, which
has slipped well down the list of priorities.
Katy Munson, a senior planner at Grey, said around 20 per cent of women
born after 1956 were unlikely to have children, reflected in the survey
finding that home and family are becoming increasingly less important.
Humour remains an important part of women’s lives - with 79 per cent
saying they looked for this in advertising. Good music and a twist in
the story, or ‘something to think about’ are also among the items they
appreciated.
Another strong theme was the increasing financial independence of women,
who are still re-negotiating their relationships with men.
Issues raised by the research were discussed at a conference held last
week.
Organised by Grey, panelists included Matti Alderson, the director
general of the Advertising Standards Authority, Eve Pollard, the former
editor of the Sunday Express, and Janet Anderson MP, the shadow minister
for women.
