A review of advertising and its links to gender equality, and violence against women and girls

Systematic analysis of gender representations in advertisements in Latin America and the Caribbean to promote gender equality.

On 31 October 2018, Letícia Gomes, 15, poses for a photo in her hometown of João Câmara, a small municipality in the northeast of Brazil.
UNICEF/UN0341600/Pablo Pinheiro


These two reports present the findings of a systematic content analysis on gender representation in 600 advertisements – aired between 2019 and 2021 on television and digital media - across four Caribbean countries (Barbados, Jamaica, Saint Lucia, and Trinidad and Tobago), and Mexico.

The research shows how women, girls, men, boys, and gender-diverse individuals are portrayed in a sampling of advertisements, and it explores how these depictions might reinforce or challenge harmful gender norms. In doing so, the results also surface a number of potential drivers and risk factors associated with VAWG. In addition to providing valuable baseline data for monitoring progress and accountability towards gender representation in advertising, the generated evidence informs a series of concrete recommendations for how advertising agencies, policymakers, and other international bodies can better promote positive messages that advance the rights of all children.

UNICEF, Geena Davis Institute on Gender in Media
Publication date