Gisler protocol Stereotype analysis 2024: Representation struggles

The conscious use of gender roles in advertising is increasing, as the latest Stereotype Analysis 2024 by the Gislerprotokoll association shows. In the 300 commercials examined, only 16% featured stereotypical male or female role models. This is a significant decrease compared to previous years. Nina Bieli, President of Gislerprotokoll, sees this as a positive development: "What we have seen much more often this year is that although companies and agencies still work with stereotypes here and there - for example, with an expert explaining something to the audience - their use is more reflective and more deliberate."

It is noticeable that traditional role assignments are increasingly being broken down. The number of commercials with caring male or female characters is now evenly balanced (10 vs. 12 commercials), and female experts are also shown more frequently (15 commercials, experts: 22). Only in the "humor" genre does the picture remain unchanged: Male-read characters continue to dominate humorous advertising roles, while only two spots feature a funny female-read main character.

"We are delighted with this positive development. Male and female characters are being given more facets, advertising is becoming more diverse in terms of gender roles. This once again underlines the message that the Gisler Protocol has been advocating since the beginning: it's not about banning the use of stereotypes, but about us as an industry becoming aware of the unquestioned gender concepts that we reproduce again and again with our work. And then to use these less frequently and, if we do, then in a more reflective way - which often means that a stereotype is also broken straight away. Our propagated goal of 'breaking stereotypes' is therefore increasingly becoming a reality, thanks to our more than 200 fantastic members," says Nina Bieli.

Diversity in advertising: progress, but no breakthrough

In addition to gender stereotypes, the Gisler protocol also analyzed other dimensions of representation. Homosexual couples were shown in 10 percent of the commercials with couple situations, which according to the data corresponds roughly to the statistical proportion in the population. The situation is completely different for genderqueer people: They only appeared in two commercials, although according to a study, around 13 percent of the Swiss population identify as part of the LGBTQ+ community.

Also nonwhite According to the analysis, people are still underrepresented in advertising. Although they appeared in 52 of the commercials analyzed (17%), they only played leading roles in 21 cases. However, they were more likely to play a leading role outside of advertising, even without celebrity status or a connection to a specific topic - such as development aid. Older people, on the other hand, are well represented both quantitatively and qualitatively: 15 percent of the commercials featured people over 70, often as vital individuals interested in life.

Slow but constant changes

Compared with the previous year's results there are signs of a gradual improvement. In 2023, around 50 percent of the commercials examined still contained stereotypical portrayals; by 2024, this figure had fallen to just 16 percent. The decline in the so-called "potted plant test" - i.e. the purely decorative depiction of women or minorities - is particularly striking. This was still used in 30 commercials in the previous year, but the figure fell further in 2024.

Despite this progress, there is still room for improvement. Advertising is becoming more diverse, but true equality and representation have not yet been achieved. While gender roles are increasingly being broken down, the representation of other social groups is lagging behind. Gislerprotokoll President Nina Bieli summarizes: "Many companies are implementing more diverse communication - in terms of gender stereotypes, but also in terms of other diversity dimensions. Nevertheless, something must and may still happen."