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Tap here to turn on desktop notifications to get the news sent straight to you. Several major companies announce a new push to remove gender stereotypes from commercials. By Emily Peck Yes, sex sells. But sexism, increasingly, seems less and less marketable. The Unstereotype Alliance, which will be launched at Cannes Lions, an industry conference in France, is a partnership between U. Unilever produces millions of ads, but it is now analyzing them for the way they portray women. The hope is that the companies in the alliance will commit to similar types of analysis and action, but for now this influential group is only at the talking stage. The campaign comes as more companies strive to portray themselves as feminist champions. The Audi spot brings up a separate issue for many of these companies. Still, advertising remains a cesspool of outmoded conceptions of women. Just 3 percent of ads feature women in leadership or managerial roles, according to an industry-wide analysis conducted by Unilever in And 1 in 2 women are shown as sexualized in magazine advertising, the study found. It launched body-positive ads more than a decade ago: And its internal revamp caught the attention of U. Women works on very pressing and serious issues for women around the world, including sexual violence. Teaming up with a bunch of corporate behemoths to improve their advertising might seem frivolous by comparison. However, changing the way women and men are portrayed in media is a critical piece in the fight for gender equality, says Mlambo-Ngcuka. When stereotypes persist, they hold back progress. You can see how this plays out in the United States, where rules and regulations around discrimination and sexual assault are undercut with stereotypes about the way men and women are supposed to behave. Exhibit A sits in the Oval Office.
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