The Fabricated Female: Deconstructing the female "type" in media vs. reality Sound Lounge and Film & Advertising Broads

Why are women continuously pigeonholed into categorical roles on screen? Between the “damsels in distress,” the “moms” and the “ball busters,” archetypes for women have arisen, making casting for women about sexualization, age or “celebrity.” A recent Pew study discovered that women are now the primary or sole breadwinners in four out of 10 households in the United States. So, at a time when women have surged the marketplace and surpassed marginalization, why are advertisers still struggling to portray them in media and reach them as an audience? This panel discussion explores the importance of women in casting, why they are changing the advertising game and the opportunity for new roles to be written for them.

On the panel:
Felix Richter, Creative Director, Droga5
Julie Shubert, Emmy-winning Casting Director, House of Cards
Carrie Faverty, Voiceover Casting Director, Sound Lounge

Moderated by:
Gretchen Carlson, Host of The Real Story with Gretchen Carlson (2ET on the Fox News Channel) and author of her first book, Getting Real, an inspirational memoir available for pre-order now on Amazon and in other places. On sale June 16th.

Presented by Sound Lounge and Film & Advertising Broads NY