Ad Exposes Double-Standards in the Workplace

While men might be the "boss," women are depicted as "bossy."

Tags: gender, inequality, marketing/brands, organizations/occupations/work, commercial, double-standard, gender bias, 00 to 05 mins
Year: 2013
Length: 1:02
Access: YouTube

Summary: As the creators of this ad note, "Does gender bias still exist? If the answer is no, then why is it that women who take charge tend to be called bossy, whereas men who do the same are just doing their jobs as bosses? Or why is it that when mothers are passionate about their career, they tend to be seen as selfish, while working dads are dedicated? It is also quite startling that a recent study said 70% of men feel that women need to downplay their personality in order to be accepted." With a focus on the workplace, this video critiques the double-standard between men and women. It juxtaposes labels applied differently to men and women, noting that men are considered "persuasive" while women are "pushy"; men are "dedicated" while women are "selfish." The ad was created by Pantene, and ends with this message: "Don't let labels hold you back" and "be strong and shine." Like this Dove ad that critiques media's depiction of feminine beauty, the message promotes awareness of gender issues and develops positive images of women. At the same time, viewers should be critical of other advertising by both Pantene and Dove, which reinforces stereotypical imagery of women and ideal beauty. Thank you to Michael Miller for suggesting this clip.

Submitted By: Paul Dean

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