October 2017
SKII launched a global campaign “Marriage Market
Takeover” to inspire and empower women to shape their
own destiny, challenging “sheng nu” or “leftover woman”
a term used for women who aren’t married and are treated
shamefully after age 25 6 .
Breaking the Stereotype
The Expanding Role of
Women in Advertising in
the Developing World
So, how are advertisers expanding the roles of women in
advertising in the developing world?
One role that remains powerfully important, although
is shifting, is the role as mother. Women in developing
markets still play a more active role in parenting and spend,
on average, more time with their children when growing
up. This theme is still used extensively by advertisers.
Our database also shows that advertisements that show
bonding between mother and children have a better
chance of attracting attention.
Brand Attention Index: Presence of kids
The scores are expressed as indices based on the
average for the score within dataset (Avg=100)
Or take the example of Nike, which created powerful ads
to challenge female stereotypes in Russia, Turkey and
Middle East 7 .
Other ads-
kids not present
Source: Ipsos Ad Database in APAC & MENA, n=1500+ cases
Brand Attention Index is a measure to understand the ability of a communication to win
consumer selective attention and leave retained brand-associated impression
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