Award-winning but gender-inclusive? A content analysis of Effie award-winning TV ads

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Content analysis examines gender role portrayals and storytelling in Effie award-winning ads, indicating the need for greater gender inclusivity.

Ads showcase an increase in women leads in non-traditional roles, while men remain in traditional roles, highlighting gender representation gaps.
Perceived gender portrayals led to significant positive impacts on viewers' perceptions of gender progressiveness in TV ads.
Utilizing longitudinal data and expert panel analysis, the research identifies trends in gender and societal progressiveness in 2023 ads.
Findings suggest optimistic indicators of progress, yet emphasize the need for improvements in gender inclusivity from advertisers.

Şener et al. (2025) studied this question.

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Content analysis examines gender role portrayals and storytelling in Effie award-winning ads, indicating the need for greater gender inclusivity.