Abstract
Abstract: Val DiFebo, CEO of Deutsch NY, presents her perspective on gender in advertising during the Advertising & Society Colloquium held at the Smithsonian Institution's National Museum of American History on November 18, 2022. She describes her agency, known for its attitude and brashness, and speaks about her research team's understanding of gender terms, including those that are sub-categories of non-binary, such as genderqueer, agender, bigender, and more. DiFebo also discusses the evolution of gender depictions in advertising, which has moved from representation to activation. She shares examples of brands, such as Pantene and Mastercard, that have taken action towards diversity and inclusion. DiFebo emphasizes the importance of diverse teams at agencies, writing genderless casting specs, and having a diversity and inclusion review board, as well as using media strategies that are based on passions and interests, rather than demographics. She concludes with the hope that advertising can help society accept, include, and celebrate people for who they are.
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