Anyone who leaves their home on a regular basis might be aware of one of the unfortunate truths of the Australian marketing industry – that the faces we see in commercial advertising don’t really reflect the faces we might see on the train on our way to work.
There are many reasons why the people who are used to promote products look the way they do. Advertisers have only a brief window of time to capture a consumer’s attention, and are generally keen to ensure the strongest possible connection. Often that means falling back on sterotypes.
But what if those stereotypes were actually serving to limit a products exposure?
With team divesity now a critical issue in the markeing industry, in this article I took the opportunity to investigate one possible reason why stereotypes are so prevalent in Australian adverrtising – that the composition of the people creating and signing off on campaigns may be influencing the choice of faces that appear in those campaigns.