Paul, United States, Bob White discussed on Podcast Premiere

Automatic TRANSCRIPT

To bow and try to do things to help change you know the lack of diversity across gender race ethnicity sexuality disability and age and so this is just be one Paul old when I feel very strongly about so what I'd like to like to drive change in advertising is very interesting area because the target demographics right for many of these companies and many of these products has forever been eighteen to thirty four right at least in my business and television or eighteen to fifty four if you really want to stretch it but after fifty four they don't really care and I'm curious is that an outdated antiquated modeling your view so bloody into day and it's all for a much bigger problem which national has quite rightly highlighted which is the patriarchy suit at the top of my industry as at the top of your screen and runs through the closed loop of white guys talking to want guys Bob white guys what that means an appetizing is that the primary of everything on the primary influence apart from everything is female that's not so majority ordered subsidizing eighty percent of consumer goods are not by one but the advertising industry is dominated by men so we are close to being sold to ourselves from the male gaze and equally my industry is extraordinarily ages Tina brown and I were talking recently and we were saying why is this obsession still so prominent because we were saying that women when their children get older and they're out of the house they have more disposable income they have more freedom to travel to spend it to do things and yet they're still kind of invisible the thing about that is everything we're talking about the solution is enormously simple if you want to sell a ton of products to older people in a way to make all the people go my gold let me get my one account and give you all my money older people make yeah and it should have older people create the ads approve the ads produce the ads and direct the ads if you had told the people in the industry operating at every point along the way we would see much better advertising and from normally especial pictures well cells because the enormous irony is all right bang on about the young water campaign which for many US has run the tagline live young and the skills that's what we want to do I trace the hash tag little because we are the ones living the aspirational lifestyle we have our own sense of values we have our own personal taste we dress the way we won't we live the way we want if we're looking at we have money that means we can travel we have more freedom these are all things that young people are too but we.

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