YouTube posts 'women's rights ad list'
The number of "feminist ads" that highlight women's images on YouTube's video advertising list has doubled in the past year. Women's image in advertising is more than just stereotypes of mothers, wives, waiters, and so on, and some brave advertisers have begun to describe women and girls in new ways, covering topics such as the pursuit of equality between men and women, love and the potential of the body. YouTube has therefore released a "women's rights ad list" to highlight this trend.
These ads for the discussion of women's topics or the breakthrough of women's image, to the audience left a deep impression. ThroughYouTube“Women's rights advertising charts”in advertising research,GoogleThese ads were found to have a lower skip rate than comparable ads250%。 At the same time, inGoogleon which8In the recall survey conducted by the ad,8The memories of each ad are ranked first in the advertising categories of their respective industries25%and most of them are at the top of the list10%。
In addition, Google found that women between the ages of 18 and 34 were nearly 80 percent more likely to like, share, comment, and subscribe to ads than other people when they watched them.
It's so effective to highlight the image of women in advertising, why has it only appeared so far?
This is partly due to the fact that female employees are increasingly playing a greater and more important role in advertising ideas. Half of the creatives responsible for advertising in the charts are women. There are also in the advertising industry11%The creative director is a woman. As society's recognition of women continues to grow, and women's spending power continues to grow, brands and advertising companies need to empower women not only in advertising, but also at work.
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Carrier innovation has also contributed to the rise of such advertising. With Internet channels such as YouTube, brands can get rid of 30-second or 60-second ads, tell richer and more detailed stories, and have a better opportunity to delve into complex issues such as workplace ceilings and gender-based violence.
Doven's Real Beauty Sketches is thought by many to have started the trend. In the three-minute video clip, the brand reflects on a woman's self-image. And such a length of time and content richness, in television advertising is simply not possible.
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Most importantly, social media empowers female viewers to not only keep an eye on these ad stories, but also interact with them. This includes affirming good stories, criticizing ads that contain sexist content, and boycotting brands.
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It is also under the interaction of these factors that it is not only a new trend to highlight the image of women in advertising, but also a reflection of people's pursuit of women's rights and interests. Grasp this trend, to meet these needs, is not only a source of advertising creativity, but also another opportunity for branding.
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