About the gender issue : from the results of google searches



These powerful ads were created by head of art for Ogiilvy & Mather Dubai, who told Adweek that they “show the results of genuine searches, highlighting popular opinions across the world wide web.”This powerful ad uses real google searches to show the scope of sexism worldwide.

Campaign creator Christopher Hunt, head of art for Ogilvy & Mather Dubai, offers this summary: “This campaign uses the world’s most popular search engine (Google) to show how gender inequality is a worldwide problem. The adverts show the results of genuine searches, highlighting popular opinions across the world wide web.” Each ad’s fine print says “actual Google search on 09/03/2013.” Even though autocorrect results vary in different countries, and Adweek notes that the ads show searches done in the US, a quick search on Google Singapore (where I am based) shows that the gender inequality seems to persist across continents.

According to the UN Women of advertising, they use some of the search string, such as “women can not“, “women should not be”, “women should”, “women must be” and let Google automatically generates keywords to complete the sentence, in order to when highlighting the global community treat women, the majority of negative stereotypes, sexist and biased point of view.This series of ads soon spread far and wide, to stimulate a lively discussion on the network.

Google said this feature automatic search suggestions, based on the contents of all Internet users search records and index pages, to predict a user’s question. If an individual user has logged a Google account, search the contents of its previous forecast may also affect the results.

But still, this is the result of using my login account. (17/12/2013)

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It looks like they have already improved the search results. The data could easily change, but it’s hard to the peoples’ mind. And this is the hardest and most vital part. How to rise woman’s role/right to reach the real equal always present itself as a controversial one. In practice, we still have a long run to change the gender issue. I still believe the actual equal gonna happen soon:)

Girls, cheers!

Ruei x


3 thoughts on “About the gender issue : from the results of google searches

  1. This advertising campaign talks about the gender issue with one simple idea and storong visual image. Also, I admire you that you have tried to figure out whether that advertising is true or not !!

  2. I Love how you focus on advertizing. Your blog always allow me to see what other MACERS are doing in their specialist module. You always provide a new perspective on things… Awesome!

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