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Breaking the Barrier: Gender Stereotypes

By on May 9, 2014

Men are bosses. Women are just bossy.


That’s one of the double-standards facing women in the workplace that is being explored in a new commercial. The spot from Pantene Philippines was released last month, but is now gaining worldwide attention online, in part because Sheryl Sandberg, chief operating officer at Facebook Inc. and author of the book Lean In posted the ad on her Facebook page.

“This is one of the most powerful videos I have ever seen illustrating how when women and men do the same things, they are seen in completely different ways,” she wrote.

The ad for the Procter & Gamble – owned beauty brand, made by the agency BBDO, features women and men going through their days, with adjectives labeling how their behaviour is perceived. A woman working late is “selfish”, for example, while a man doing the same is “dedicated.”

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