Women in AdvertisingExamples of Positive and Negative

Ads in the Media

Source: Now foundation for WomenLove your Body Campaign

Negative Ads

Mitchum: There's nothing "sensitive" about a man who dupes his girlfriend into posing for his camera.

Paul Mitchell: What?!? Even our hair has to be super skinny now? Come on!

Negative Ads

St. Pauli: A woman presented as a human beer bottle--now that should make you foam at the mouth. Once you've finished consuming her, should you just discard her like an empty beer botttle?

Maker's Mark: What is it about selling alcohol that makes advertisers want tobelittle and insult women...does it really make men feel more powerful? Don'tanswer that.

Negative Ads

Dolce & Gabbana: This ad is beyond offensive, with a scene evoking a gang rape and reeking of violence against women. In an interview, NOW Foundation President Kim Gandy said, "It's in Esquire, so they probably don't think a stylized gang rape will sell clothes to women, but what is more likely is that they think it will get them publicity. It's a provocative ad but it is provoking things that really are not what we want to have provoked. We don't need any more violence."

Negative Ads

Gucci: This ad attempts todemonstrate a woman's "place"in the world—at a man's feet—right below his...uh... Just don'tstand up too fast, sister!

Cesare Paciotti: Another fashion victim--literally, it appears. Designers sure do love to show off their clothes on fallen women.

Positive Ads

Cover Girl: Warm colors and a soft look. This ad shows that bold, beautiful women come in all shades and sizes.

Crystal Light: Finally, an ad that encourages you to "bring out your beauty," not change yourself to fit someone else's idea of beauty.

Positive Ads

Girl Scouts: We love this ad for encouraging girls to dream big and defy self-doubt. Of course, we expect nothing less from the Girl Scouts.

Dove: Wrinkled is wonderful.

Positive Ads

Phoenix Wealth Management: Men aren't the only power players in the world of finance.

Liz Claiborne: "Feel comfortable." Finally—a message we want to hear from a clothing ad!

Positive Ads

MUDD: Mudd truly captures the spirit of woman by showing that women really can do it all. We can rebuild cities in clothes that are comfortable and stylish.

Reebok: Not only do women athletes star in this ad, even the copy is written from a woman's point of view.