Translation with SYSTRAN Links

Image of the women in the TV commercial: the shifts and stereotypes persist

Publication date: Tuesday, October 31, 2017


The CSA examined more than 2,000 commercials diffused with television these last months, while wondering about the representation of the women who made there day. The figures which result from it, without call, reveal the persistence of the stereotypes of kind.

The figures speak sometimes more than the words, underlines Sylvie Pierre-Brossolette, advisor in charge of the women's right, in the foreword of the study: to establish a diagnosis on precise and quantifiable criteria makes it possible to give an answer, bases with a useful dialogue with all the actors concerned. It is with this exercise that the Council was delivered, to answer the new mission which the legislator entrusted to him on January 27th, 2017.

The experts are almost exclusively men

Whatever the roles which they hold in the TV commercials, the men are more put in scene that the women (54% vs. 46%). This imbalance is strongly accentuated with regard to the roles of experts, occupied to 82% by men.

The sexualization concerns the women mainly

Two thirds of the advertisements presenting a sexualization of the characters put in scene women (67% vs. 33%). In this respect, the sector of clothing and the perfumery and that of the car are those which generally resort to a sexualized representation of the women (53% for the first and 16% for the second).

The objective of this photography, whose certain lessons are striking, is not to judge the effectiveness of a message, nor its moral dimension, still specifies Sylvie Pierre-Brossolette, but to put at the disposal of a constructive dialogue the statistical elements of a report. Figures with the service of the words. »

You can consult the study below, and also to download it with format pdf (see framed “Resources”).