diversity

Diversity: The Whole Picture?

The diversity and size of the UK’s population is growing. Naturally, an increasing number of advertisements reflect this, and while there are those who think advertising should be required to reflect the UK’s ethnic mix more accurately, we think that advertisers should want to. It’s not only good for people, it’s good for business.

“The Whole Picture is the advertising industry’s response to changes in the ethnic profile of the UK. In this report we’ve attempted to reflect the views of a diverse population and give guidance to the industry on how best to reflect – and engage with – people from different backgrounds.” Karen Fraser, Director, Credos

But reflecting diversity in an accurate and meaningful way can be a challenge. This research, by advertising’s think tank Credos, hopes to shine a light on how advertisers can do just that. It asked people from different ethnic backgrounds what they currently think of diversity in UK advertising, and how we can work to improve it.

Qualitative research with 72 people, followed by a survey of 1,000 individuals informed the work, which found that:

  • Two-thirds of people surveyed – across a range of ethnicities – believe companies and brands have a duty to embrace diversity and represent it in their ads
  • In particular, people from ethnic minorities see the positioning of their culture in advertisements as a barometer for what society thinks
  • 57% of white respondents think advertising represent’s the UK’s multicultural society – and 45% of black, Asian and minority ethnic (BAME) respondents agree
  • But BAMEs think advertising should try harder to portray them and their lives more realistically. A move towards more thoughtful and informed portrayals will improve representation, and help brands succeed with different audiences

Representation

The report unpacks findings across how Britain is changing, how people define identity, diversity in public life, why brands should care, reflections on UK advertising today, and how to talk about diversity. And you can read it all below.

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To find out more about our #OpenMyEyes Campaign in collaboration with Media Smart UK, or to access your free Body Image teaching resources, simply click the button below.

CREDIT: CREDOS (This article was first published on http://www.adassoc.org.uk/credos/, and is shared here with their permission.)

Show your support

You can show your support by retweeting our banner image and express your views about body image and media literacy by tweeting with the hashtag #OpenMyEyes to @vivoclass and @MediaSmartUK.

Join our body image and media literacy THUNDERCLAP!

If you are a primary school teacher we would appreciate you taking the time to fill out our evaluation form after using the educational resources. If you have any questions or extra feedback please don’t hesitate to contact us at getmediasmart@vivome.com.

body confidence

Body Confidence: Picture of Health?

Credos’ newest report – Picture of Health? – shines the spotlight on boys’ body confidence – an issue that affects young men as well as women.

This report focuses on the way male models are portrayed in advertising and the media – particularly, whether boys are aware of digitally enhanced imagery and whether this impacts their behaviour.

Credos surveyed 1,005 boys from primary and secondary schools around the country to explore their attitudes towards advertising and body image, and conducted focus groups of boys aged 8 to 18 and with teachers, youth leaders and parents to understand the roots, effects and solutions to boys body confidence.

body confidence

Picture of Health? is the latest in a series of reports on representation in advertising by Credos, and follows 2011’s Pretty as a Picture (on the effect of airbrushing in ads on women and young girls) and The Whole Picture? on ethnic diversity in advertising.

body confidence

You can find the full report below.

Attachments

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To find out more about our #OpenMyEyes Campaign in collaboration with Media Smart UK, or to access your free Body Image teaching resources, simply click the button below.

Source: Credos (This article was first published on http://adassoc.org.uk/credos/, and is shared here with their permission.)

Show your support

You can show your support by retweeting our banner image and express your views about body image and media literacy by tweeting with the hashtag #OpenMyEyes to @vivoclass and @MediaSmartUK.

Join our body image and media literacy THUNDERCLAP!

If you are a primary school teacher we would appreciate you taking the time to fill out our evaluation form after using the educational resources. If you have any questions or extra feedback please don’t hesitate to contact us at getmediasmart@vivome.com.

airbrushing

Airbrushing: Pretty as a Picture

What do young women in the UK really think of airbrushing? And what is its impact?

Following an increasing number of calls for changes to the way adverts represent models, we decided to find out what the consumers themselves think.

For this report Credos interviewed young women aged 10-18, and separately their mums, which was complemented by a survey of 1000 young women aged 10-21. These conversations gave us new insight – young women have a strong awareness of what ‘airbrushing’ means and its prevalence in advertising. Girls still place importance on appearance. But education about airbrushing helps girls interpret and decode the images they see in ads. What is more, they tend to favour more natural images in advertising, and trust brands that heavily airbrush less.

This report is injecting some real world relevance to airbrushing conversations between industry, opinion makers, and politicians. The ad industry is facing this challenge head on. A responsible approach to airbrushing and increased diversity in advertising is needed.

The report has been well received in both industry and politics. Various brands and agencies have incorporated the results into their work, while Lynne Featherstone MP has even taken the report to the UN in New York.

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To find out more about our #OpenMyEyes Campaign in collaboration with Media Smart UK, or to access your free Body Image teaching resources, simply click the button below.

Source: Credos (This article was first published on http://www.adassoc.org.uk/credos/, and is shared here with their permission.)

Show your support

You can show your support by retweeting our banner image and express your views about body image and media literacy by tweeting with the hashtag #OpenMyEyes to @vivoclass and @MediaSmartUK.

Join our body image and media literacy THUNDERCLAP!

If you are a primary school teacher we would appreciate you taking the time to fill out our evaluation form after using the educational resources. If you have any questions or extra feedback please don’t hesitate to contact us at getmediasmart@vivome.com.