A Hard Look at Sexism in Advertising
View the New Findings from the 4A’s and SSRS
The American Association of Advertising Agencies (4A’s) recently partnered with SSRS to gauge the public’s opinion of how women are portrayed in ads. The vast majority of total respondents, 76 percent, have seen advertising they deem “offensive” to women.
The study, fielded by the 4A’s and research partner SSRS, found that a whopping 84 percent of female respondents have been offended by sexism in advertising. Further, 82 percent of total respondents have seen ads they find ridiculous in how they portray women, and 85 percent have seen ads that portray women as dumb, helpless, or incompetent.
SSRS conducted the consumer survey on behalf of the 4A’s, using the SSRS Probability Panel. Surveys were completed from June 23 to July 1, 2016, among a nationally represented sample of 1,027 respondents aged 18+. The margin of error for total respondents is +/- 4.23 percent at the 95 percent confidence level.