When it comes to advertisements in magazines, women are being discriminated against by the ad industry. Surely, the time has come for equality in advertising, writes Ricardo Dunn
Women’s magazine publishers believe they can’t secure advertising for products that have traditionally been thought of as “male” because of the prejudice among advertising agencies and clients.
Although research by marketing group National Magazine Limited showed present day women to be more financially independent, advertising agencies were reluctant to target the female market with so-called “hard products”.
Times Media Limited (TML) national sales manager Ashna Noriskin said although some companies opted for the female market, products were often “a watered down version of the real thing”.
“Instead of having the opportunity to decide between the latest BMW or Mercedes Benz, women readers are encouraged to opt for the comfortable, cheaper and smaller car,” Noriskin said.
Stereo systems, VCRs, computers and cars are often only advertised during the run-up to Christmas or Father’s day, she said, adding that sales representatives found it easier to attract advertisements for stoves, microwaves and beauty products in women’s magazines.
The January edition of Femina has given a recent MTN advertisement a “two-thumbs down”. The advertisement suggests women who buy cellular phones are in a better position to keep an ear on their partner’s whereabouts.
“In magazines aimed at men, the same cell phone is marketed as a functional piece of technology, keeping the male in constant contact with his business 24 hours a day,” Noriskin said.
Eurospace media strategist Alistair Duff said there was a “slow realisation” and acceptance by both advertising agencies and the clients that products should no longer be targeted on the basis of gender.
“People are re-looking at their marketing strategies and are slowly realising that products should be aimed at all areas in the market and should not be male-orientated or gender distinctive,” Duff said.
Cosmopolitan, unlike most female magazines, have secured a male readership of about 34% and has successfully drawn advertising that is not gender-based.
Similarly, TML’s South African version of Elle magazine which will be launched early this year have found that some agencies are prepared to test its products in the female market.
The magazine hopes to attract a more affluent female readership and has secured offers from several companies including BMW and several banking institutions, but none of the electronic companies approached for advertising have confirmed, said Elle editor Shona Bagley.