When we talk about the portrayal of women in commercials, we’re not just talking about advertising—we’re talking about influence. Commercials are one of the most powerful tools in modern media. They reach massive audiences, shape cultural conversations, and subtly (or not-so-subtly) reinforce ideas about gender, identity, and worth. And while there has been some measurable progress in recent years, the portrayal of women in commercials remains fraught with outdated stereotypes, unrealistic standards, and limited representation.

Historical Context

Traditionally, women in commercials were confined to roles that reflected societal norms of the time: the homemaker, the mother, the assistant, the beauty object. These roles weren’t just common—they were nearly universal, creating an echo chamber of expectations about what women should be, look like, and do. Brands routinely used the female image to sell products ranging from cleaning supplies to cars—often reducing women to props or passive participants in narratives driven by male action and desire.

Progress—But Is It Enough?

In recent years, there’s been a push to portray women in commercials as leaders, professionals, athletes, innovators, and decision-makers. We’ve seen more female CEOs in ad campaigns, more women of diverse ethnicities, body types, and backgrounds, and more brands taking a conscious stand on gender equality. Campaigns like Dove’s “Real Beauty” or Always’ “Like a Girl” are just a few examples of advertising taking a more thoughtful, inclusive approach.

But while progress is real, it’s also inconsistent. For every empowering campaign, there’s another that backslides into objectification or one-dimensional characterization. Women in commercials are still often over-sexualized, underrepresented in leadership roles, or shown primarily in support of male characters or narratives. The data shows that although women make up over 50% of the global population and wield significant purchasing power, their representation in commercial storytelling still lags behind.

Intersectionality Matters

When we evaluate the representation of women in commercials, it’s critical to consider intersectionality—the ways in which race, age, sexual orientation, body type, and socioeconomic status intersect with gender. While white, able-bodied, thin, and youthful women are often featured prominently, others are left out entirely or shown only in stereotypical roles.

• Where are the older women?

• Where are women with disabilities?

• Where are the diverse expressions of femininity?

To create truly inclusive media, advertisers must go beyond tokenism and start telling richer, more diverse stories that reflect the real world.

Impact on Audiences

Representation isn’t just a moral issue—it’s a psychological one. Studies show that advertising plays a role in shaping self-image, confidence, and consumer behavior, particularly among young girls and teens. When women see themselves represented narrowly or unrealistically in commercials, it can impact their sense of value, capability, and aspiration.

Conversely, when women see themselves reflected with complexity, power, and authenticity, the impact can be profoundly positive. Brands have the opportunity—and responsibility—to lean into that power.

What Needs to Change?

So, how do we improve the representation of women in commercials? It starts with intentionality and accountability:

• Hire more women behind the camera—as writers, directors, editors, and creative leads.

• Prioritize diversity in casting, and not just visually—consider roles, dialogue, and narrative agency.

• Audit your creative: Is the female character active or passive? Is she a lead or an accessory?

• Listen to your audience—consumers are increasingly aware and vocal about representation in media.

From Representation to Real Impact

The portrayal of women in commercials is evolving—but slowly. The advertising industry has made strides, but it still has a long way to go in reflecting the complexity and diversity of real women’s lives. Representation matters—not just because it sells, but because it shapes how we see the world and each other.

At ECG Productions, we believe storytelling has the power to shift culture. That’s why we’re committed to helping brands create content that reflects the world as it is—and as it could be.