Yet according to Emma Bennett, executive creative director of a London advertising agency, women are not infuriated by stereotypes and sexist advertising. It tends to wash over them, they are not militant or angrythey just find it annoying or tiresome. They reluctantly accept outdated stereotypes, but heave a sigh of relief when an advertisement really gets it right.
She says that it is not advertisings use of the housewife role that bothers women, but the way in which it is handles. Researchers have often asked the wrong questions. The most important thing is the advertisements tone of voice. Women hate being patronized, flattered or given desperately down-to-earth commonsense advice.
In the end, the responsibility for good advertising must be shared between the advertiser, the advertising agency and the consumer. Advertising does not set trends but it reflects them. It is up to the consumer to tell advertisers where they fail, and until people on the receiving end take the business seriously and make their feelings known, the process of change will remain laboriously slow.
1.Despite recent changes in attitudes, some advertisements still fail to ___.
A.change womens opinions of themselves
B.show any understanding of peoples feelings
C.persuade the public to buy certain products
D.meet the needs of the advertising industry
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