WOMEN STILL DISLIKE ADS
By Adnews Staff
U.S. women are still unhappy with the way they are depicted in ads, according to a survey by Saatchi & Saatchi Advertising of New York. The respondents believe that advertising is sexist and doesn't realistically portray their changing roles as wives and mothers. The ads that appeal to women are those that reflect values they consider important, such as the ability to be competent and caring, to be flexible about the many demands on their time and to define their lives on their own terms. Two images currently dominate advertising. Face value/body beautiful, which puts women's power only in their looks, and maidens and mothers, which presents women in terms of their reproductive and family relationships. Over 300 women aged 18 to 60 participated in the study, which was conducted in the first quarter of the year.