Tara Beard-Knowland

Tara is a Research Director at Ipsos ASI, the brand and communications specialism of Ipsos MORI. She’s fascinated by all things branding and social media. Follow Tara on Twitter @TaraatIpsosASI.

The Empowered Female Consumer: A New Representation of Women in Advertising?

For years we’ve seen the role of the women in advertising evolve; from perfect housewife, to aspirational beauty, we’ve seen high expectations and the pressure mounting on women. The introduction of Photoshop has set the bar even higher for women, as perfection becomes even more impossible for the average woman to achieve. This is largely based on the assumption that just being ourselves isn’t good enough. The role of women in society is defined, and female consumers can often be encouraged to fit the mould.

Despite significant advances in the role of women in the last fifty years and a strong majority of people in the UK agree that women should have the same rights and power as men (89%) why is it that this is not always reflected in the language we use in our daily lives? It is sometimes insinuated that to be ‘like a girl’ is to lack strength – both physically and emotionally. This is something that men refuse to associate themselves with (not showing emotion for example) in order to appear strong. Read more on The Empowered Female Consumer: A New Representation of Women in Advertising?…

Beer Brands – Entertain & Be Relevant this World Cup

Ipsos ASI looks at beer brand adverts and their association with FIFA World Cup 2014.

They see her Rowling, they hatin’…

JK Rowling has joined a number of celebrities in publicly backing a side in the Scottish Independence debate; but will it make a difference to how people vote?

Read more on They see her Rowling, they hatin’……

Selfie Obsession

From music hit, to filling my social media feed – the selfie seems like it is everywhere I look. So what is the first thing that comes into your head when you think of the selfie?  I’d imagine that branding / marketing probably wouldn’t be one of them. But there are brands, including Dove and French Connection, which are starting to unlock the power of the portrait.

Read more on Selfie Obsession…

150 years of John Lewis – brand experience carried home

Keith Glasspoole from Ipsos ASI writes about the latest campaign from John Lewis, celebrating 150 years.

Simply, Better

ballet shoesLast week, I went to the ballet and I’ve been thinking about it ever since. I love the ballet. It is not about the grace (and it is graceful) or the beauty (and it is beautiful); it is the effortlessness with which the dancers execute moves of tremendous strength, often in synchrony with many other dancers. It never ceases to amaze or surprise me. Among my many hobbies, I am a yoga teacher in training. I know (or at least can guess) just how much effort must be going in to making that hard work effortless and into making the difficult look simple. But it is all the better for looking so simple and so effortless.

Read more on Simply, Better…

Meme and the world memes with you?

Advertising often reflects the zeitgeist, when it isn’t helping to shape said zeitgeist. Thus it is that the advertising industry is no stranger to memes – both the creation of them and leveraging them for stand-out potential. So, although the Internet has caused a proliferation of memes, they’ve been around for a long time.

Read more on Meme and the world memes with you?…

Making magic

The Super Bowl was a couple of weeks ago now. Was it all that you hoped? Did you laugh your socks off? Do you even remember any of the ads? With all of the hype and the huge price tag attached, it’s not surprising that there’s been a lot of discussion about whether or not it’s worth it. So, is it worth it?

Read more on Making magic…

Tease ’em and please ’em?

If, in years gone by, you’ve read my blog around this time of year, you’ll know that I rather enjoy the festival that is the Super Bowl. The ads – great or terrible – are always talking points, whether you’re part of the advertising tribe or part of the audience. So, if the Super Bowl is an advertising holiday, then it is also a reflection of the shifting media landscape, a petri dish where we see not only creative that is worthy of being called ‘creative’ but also a microcosm of that shifting world of brand and comms. Read more on Tease ’em and please ’em?…

Read more on Tease ’em and please ’em?…

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