The Courage to Advertise Without Female Stereotypes

How brands like Huggies, Tide and Target go beyond the clichés

Quick: picture a “mom.” Fifty years ago, advertisers and their agencies envisioned a domestic dervish spinning through her kitchen, preparing supper with one hand while waxing the floor with the other—despite the fact that the place was already spotless. And they created ads reflecting that idyllic scene. Problem was, as everyone has since acknowledged, such depictions in no way represented the complexity of women’s everyday lives.

@DaveGian davegia@hotmail.com David Gianatasio is a longtime contributor to Adweek, where he has been a writer and editor for two decades. Previously serving as Adweek's New England bureau chief and web editor, he remains based in Boston.
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