Gisler Protocol stereotype analysis 2023: Are we seeing improvement?
For the third time, the Gislerprotokoll association has conducted a stereotypical analysis of Swiss moving-image advertisements. The findings for 2023 show that, although fewer potted plants were identified, there are still too many clichés.
The focus of the stereotype analysis is on the presence and portrayal of female and male characters. The ten stereotypes identified by the Gisler protocol, which are most frequently used in advertising, serve as a grid. In addition, in 2023, it was determined how often non-white people were depicted and people who are read as genderqueer.
Frequency of representation of different groups of people
The analysis is based on all moving image advertisements communicated in the specialist media in 2023 - both TVC and digital - that featured at least one person. The analysis included 243 advertisements. Female characters appear in 210 of these advertisements, and in 33 percent of cases they also speak. Male readers appear in 218 of the advertisements, and in 37 percent of cases they also speak. From this, the association concludes that the proportion of female and male readers in the advertisements analyzed is balanced, and that the frequency with which these people speak is similarly distributed for both genders.
A genderqueer person appears in 13 of the advertisements analyzed. This corresponds to around 5 percent of the advertisements, a rather small proportion. The advertisements in which genderqueer people appear often focus on young people or are aimed at this target group.
According to the analysis, the proportion of non-white people is higher: 63 of the advertisements feature a non-white person. This corresponds to around 25 percent of the advertisements. However, in the majority of cases, these people do not play the main role in the analyzed commercials, but are part of a background cast. When non-white characters have leading roles, they are often prominent.
Heterosexual couple situations were shown in 49 of the analyzed commercials, i.e. couple situations with clearly male and female characters. Eight times homosexual couple situations or couple situations with gender-queer people were shown. This means that the majority of the couple situations depicted in the advertisements analyzed take place in a heteronormative context.
Frequency of stereotypes
Female stereotypes appear in 56 of the advertisements analyzed and male stereotypes in 84. Measured in terms of the total number of characters, female characters are portrayed stereotypically in 26 percent of cases and male characters in 38 percent of cases. Thus, as in previous years, male readers are stereotyped more often than female readers. As a limitation, the association notes that the stereotypes identified by the Gisler protocol for male readers include a large number of active, heroic and confident roles.
As in previous years, the most popular male stereotype is "That One Funny Guy" (27 times). In second place, unlike in previous years, is the "master at work" (16 times), i.e. the expert who exudes great expertise without using many words.
Among women, the top ranks are unchanged: "Die Kümmerin" ranks first (22 times) and "Die stille Geniesserin" second (15 times).
Conversely, it was also analyzed how many funny female readers, female experts and caring male readers are depicted. According to the Gisler protocol, there was a slightly positive trend here: A total of 14 times female read characters are funny, 43 times they appear as experts and 15 times male read characters take care of children, the household or fellow human beings - although this figure corresponds to previous years.
No stereotyped depictions were used in 123 of the advertisements analyzed. This corresponds to around half of the commercials. One stereotype was used in 74 of the commercials and two or more stereotypes in 46. This means that around half of the commercials analyzed still contain stereotypical representations of the genders.
In addition, the "potted plant test" introduced by the Gisler protocol applied to 30 advertisements. This means that a female character or a minority appears in a purely decorative role and has no relevance to the storyline. This proportion of commercials has fallen significantly compared to the previous year: in 2022, the test beat in 70 of the analyzed advertisements.
Clichés are still strongly represented
The stereotype analysis also revealed in 2023 that a large proportion of people depicted in Swiss advertising are still portrayed in gender-stereotypical roles. There are positive developments, such as the more frequent adoption of roles that are otherwise assigned to the opposite sex. However, according to the Gisler Protocol, these cases are still in the minority.
In particular, advertising aimed at a younger target group plays more with gender norms and generally shows more diversity in the casting of roles. It remains to be seen whether this trend will be maintained when a now young target group reaches middle to older age. From the association's point of view, the results are further confirmation that an active and conscious confrontation with stereotypical representations is still needed and that the Swiss advertising landscape still has a long way to go.
Becoming aware of the power - and power - that lies in images and that advertisers have accordingly is a first, important step towards a more conscious approach to stereotypes and clichés. In the experience of the Gisler Protocol and its members, the use of stereotypes is often not a conscious act, but rather the result of internalized ideas and thought patterns that are not actively reflected upon. If this reflection does not take place, the advertising industry cannot play its part in the further development of society - even if it is a small one.
