广告行业中的女性创作者初现光芒

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2020-09-28
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ew digital tools are encouraging women in advertising to think of new ways to level the playfield. 

新的科技工具正在帮助广告行业中的女性来平衡竞争。

During this year’s Golden Lion Awards, one moment that was particularly celebrated by the crowd was the Bronze award for best breakthrough director that the Jury gave to the young up-and-coming talent Mai Zi for her stop-motion film “Elephant”created for Huawei. 
在今年的金狮奖颁奖典礼上,一个引起现场爆发掌声的瞬间是女性导演麦子凭借定格电影《大象》(Elephant),夺得最佳新锐导演铜奖。


 定格电影《大象》(Elephant)


Of course, this is not the case for the Chinese industry only, as similar things have been happening worldwide during the past few years and more female directors and content creators are starting to get the recognition they deserve (with our Mai Zi being an example.) Women in different parts of the world are challenging traditional roles and becoming more aware of their self-worth both in and outside of the workplace, and there are several reasons why these changes should be especially welcomed by the advertising industry.
当然,不仅是中国的广告行业,过去几年内,类似的事情正在全球发生,越来越多的女性导演和内容创作者开始收获她们应得的认可(以麦子为例)。世界各地的女性开始挑战传统角色,并越来越意识到自己在工作场所内外的自我价值认同。这一变化在广告行业中尤其突出。
Nevertheless, we cannot ignore that the situation of women in advertising is far from perfect: it is currently estimated that only 7% of ads are directed by women and that 88% of all creative directors in agencies worldwide are male. The good news is that there are an increasing number of confident women inside the business who are not shy about demanding to receive more opportunities and are developing new strategies and tools to challenge the status quo.
但是,我们也不得不正视接受广告行业中的女性工作情况并不乐观:据估计,目前只有7%的广告是女性导演的,全球代理商中88%的创意总监是男性。不过好的情况是,行业内越来越多自信的女性在为自己争取更多的机会来挑战现状。
The first reason why the advertising business should be more welcoming to having women creators and directors among its ranks is the hard and simple fact that women feel underrepresented on the other side of the business: female consumers are definitely not happy with how ads are portraying them. Women think that their needs as consumers are not being served by the ads on our screens, something that has been known at least since back in 2003, when a breakthrough study by TBWA/London reported that 65% of women said to feel extremely dissatisfied with advertising and the way it was promoting typical gender roles, relying on old-fashioned sexist humor, portraying unrealistic beauty standards and even shaming women for being older than certain age and not having settled down or started a family. Can we believe that this is possible in the age of “Only thirty” (《三十而已》) when women are even daring to not be afraid of aging?
广告业务应更欢迎女性创作者和导演加入其行列的:当下女性消费者并不满意广告对女性群体的描绘方式。女性认为屏幕上的广告并不能满足她们作为消费者的需求,至少自2003年以来,TBWA/伦敦的一项突破性研究就报道了这一点。报告称,有65%的女性对广告中宣传传统性别角色的方式表示极为不满,这些展示中都存在着旧式的性别歧视,描绘了脱离现实的形象标准,甚至羞辱那些超过一定年龄,但还没有安定下来或建立家庭的女性。在“三十而已”中女性敢于不怕衰老那样的时代,在将来真的会出现吗?
And if anyone thinks that 2003 was too long ago and that it’s impossible that things haven’t changed in almost 2 decades, well, here’s a hard pill to swallow: another study by the multinational Unilever –owner of staple skincare brands like Dove and Ponds– carried out for the Asian market in 2018, revealed similar trends, finding out that, for instance, 62% of advertisements in China, India and Indonesia portray women in non-significant or subservient roles: brands are still telling women that their only worth lies only in being either mothers or wives! So, where are the ads for those women who are building their own paths and choosing their own source of worth?
如果有人认为在近20年这种情况有所改变,那么接下来的事实可能会让你很难接受:跨国公司联合利华(Unilever)在2018年正对亚洲市场进行的另一项研究也显示出类似的趋势,例如,在中国,印度和印度尼西亚,62%的广告都把女性塑造成不重要或屈从的角色。这就意味着品牌仍然在告诉女性,她们唯一的价值依旧在于为人母或为人妻。那些展现女性建立自己道路并选择自己价值来源的女性的广告却难以寻觅。
Female dissatisfaction with ads means that the numbers cited above should be alarming for advertisers! If women don’t like the way they’re being portrayed, it means that the marketing methods that they are using could cost them half of all consumers.
这些数字应该为广告商鸣起警钟。如果女性不喜欢她们被描述的方式,那么说明可能他们所用的营销方式将失去一半的消费者。


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So, how can we make this happen?
那么,我们如何做到这一点呢?
First of all, we must invite everyone to support the different spaces and platforms where women are creating the necessary conditions to find fair opportunities. As an example, we have the initiative Free the Bid a non-profit organization launched in 2016 by the Israeli-American director Alma Har'el, that has built a large network of female talent online, bringing together women from many different backgrounds, all pooling their resources to promote equality and diversity while encouraging more women to share information about new projects suitable for their vision.
首先,我们必须积极参与和支持那些由女性发挥主导作用的空间和平台。比如说:Free the Bid,这是一个由以色列裔美国导演阿尔玛·哈尔埃尔(Alma Har'el)于2016年发起的非营利组织,该组织建立了庞大的在线女性人才网络,汇集了来自不同背景的女性,所有人都在集中资源以促进平等和多样性,同时鼓励更多的女性分享适合其愿景的新项目的信息。
Another approach takes into account that advertising is an industry that depends greatly on mentorship as a means for more experienced talent to offer support and advice. And referring to this particular issue, during the live broadcast of the 2020 Golden Lion Awards final review and selection stage, Ms. Sheena Zheng, chief creative officer of McCann China, called for female talent in the advertising industry to more actively help and promote other women.
广告行业比其他行业更依赖于导师制度,有经验的老手为新晋人才提供建议和支持是历来的传统。尽管女性很擅长提供相互鼓励,但她们很少有机会在职场找到真正了解她们的导师。在2020金狮奖终审会的直播上,麦肯中国首席创意官郑以萍女士就呼吁道:广告行业内的女性从业者要帮助和提拔女性。


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 In the end everyone benefits when more women are given the opportunity to share their talent with the world and we invite anyone inside the industry to use our tools to make themselves known and find people with similar outlooks who are trying to change the industry and bring fresh ideas. We hope that things continue to improve and we are really looking forward to having not only a new “breakthrough director” but a new best director who is female in our Golden Lion Awards in 2021.

最终当更多的女性有机会与世界分享自己的才华时,每个人都将受益。我们欢迎所有行业内的人士使用我们的工具来提高自己的知名度,并找到那些正在试图改变行业并带来新鲜想法的志同道合的朋友们。我们期待更好的未来,期待在2021年金狮奖中不仅有女性夺得最佳新锐导演的头衔,还将会有最佳女性导演进入大众的视野。

Let’s hope that we can make it happen together!
让我们拭目以待!



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