Old Mutual Zimbabwe

Date: January 1, 1970

In this advert, a young, professional woman stands contemplating what appear to be her financial options. This advert is clearly designed to appeal to professional women, as there are no men in the advert. While she is well dressed and good looking, she has not been portrayed stereotypically as a sexual object. Rather, her gaze is directed away from the camera, which gives her the air of one who is independent, intelligent and not courting the attention of a man.

This advertisement may be used to:

1. Reflect the changing roles of women in the financial sector, and show how some advertisers are recognising the economic power of women.

2. Demonstrate how female models can be used portraying a business like rather than sexual image.

Trainer’s notes

In the Mirror on the Media Advertising research conducted by GL (and as with all financial adverts that feature women) the male audience felt that the advert would have related better to them if a man had been used. The middle aged and older women were also inclined to think the same way, but seemed impressed by the woman being into finance. The product appealed to the women who felt they too could invest.

This advert is clearly designed to appeal to professional women, as there are no men in the advert. While it is obvious that she is a model, she has not been portrayed stereotypically as a sexual object. Rather, her gaze is directed away from the camera, which gives her the air of one who is intelligent and not courting physical attention..

Discussion Questions

1. How does this advertisement challenge gender stereotypes?

2. Compare this with another Old Mutual advertisement (below) from South Africa. What does this say about the company’s marketing strategy ?

3. Read "Gender discrimination hindering women mining entrepreneurs," (below) and discuss the importance of women’s access to finance for economic development.

Training exercises

1. Ask participants to scan through financial magazines or newspapers.

a) How many of these feature or target women?

b) What is the effect of this? Is it good for business?

2. Have male and female participants to go separately to nearby banks and enquire about financial services. They should come back and compare their experiences. Is there a difference in the attitude towards women and men? What is this and what is the effect?

Additional training resources

GL’s training manual, Business Unusual, Gender and the Economy, provides many exercises on challenging gender stereotypes in the business world. Ask participants to have a look at some of the materials produced during the training on

https://www.genderlinks.org.za/page.php?p_id=310, and to find examples of “gender benders.” In what ways do these change the lives of both women and men?

VRC – Old Mutual Financial solutions

Related GL Commentaries

Missing the mark? Gender and advertising in Southern Africa

Economic literacy a critical tool for women

Gender discrimination hindering women mining entrepreneurs

Download : GA Mutual Zim 08 12 06 LR

Old Mutual Zimbabwe

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