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The semiotics behind Unilever’s un-stereotyping initiative
Diversity & portrayal in advertisingBricolage & semiotics
Moving away from outdated stereotypes at Unilever, the global consumer goods company, came with inherent risk – that the company might just create a new set of stereotypes. Semiotic analysis of brand imagery instead helped create a nuanced set of guidelines for its brand communications.
Why it matters
Unilever looked to expand beyond fighting gender stereotypes to address other forms of stereotyping, around race, sexual orientation, disability and other forms of difference.