My observations show that advertising can rightfully be considered one of the most aggressive gender technologies. 1049 Words. Its because advertisers know that this is the only time when people will notice an advertisement. Common examples of stereotyping in marketing include gender roles, racial stereotypes and stereotypes involving children. Some men may also have an idea that they need to protect women and even discourage them from being out on their own to preserve their innocence. tend to appreciate messaging that responds to their actual interests. Moreover, men, unlike women, are not so globally identified with the manifestation of gender. What are the 4 types of advertising? As a social construct, gender varies from society to society and can change over time. Colgate mainly uses a positioning approach based on its competitors. Lysonksi and Pollay (1990) have identified that women are often portrayed as subservient in domestic settings, inactive, indoors, and without authority and expertise. Gender equality in advertising is the practice of portraying both genders in an equal manner. A gender stereotype is a preconceived notion of someone based upon their gender. Johnnie Walker used to be a heavily male-focused brand, but theyve come to realize that women also love whiskey. It means it is more important than ever before to consider the diversity on your team when creating ads. The nature of advertising, its content and its form are undergoing drastic changes along with the development of society, and the change in socioeconomic formations. Children's advertisements are largely governed by gender stereotyping which in several ways condition the 'gender-roles' and identities that are aligned with the same gender. 7 Successful Quiz Funnel Examples to Inspire You, Another way to personalize your website without relying on gender is by. They further added that they would feel better about a product if they saw a model closer to their own age. Harley Davidson, another traditionally male brand, also realized that many motorcycle owners are now women, so they feature both men and women on their website. Advertising in a specialist magazine can reach your target market quickly and easily. The extensive use of sexual content in advertisements helps to the continuation of this strategy. Portraying evolving gender roles aptly has always been a tough nut to crack for ad agencies. The 20-country-wide survey shows that some antiquated views of . A working father, however, is so normal that most people dont question his commitment to his children. Furthermore, if the ideal male archetype is seen as being a strong and macho person, many young men may aspire to being more aggressive, which can end up getting them into a lot of trouble. Dressing - Women wear skirts, men wear pants. Gender roles are a concept that largely stem from heterosexual cisgender relationships. No matter where you look, sexism is rampant in advertising. It may not just be women who watch these ads who are affected by them; its possible that the messages embedded in certain commercials will affect how men view women as well. Sneaky sexism. So, we need to work on creating a balanced gender . Gender Roles Examples. Product advertising promotes the product or service to the target market by focusing on the benefits. Gender and health. These rules set by the ASA state that adverts must not include gender stereotypes that could cause harm or offence. There are many authors, teachers and parents who are attempting to challenge this gender stereotype by creating books targeted specifically at boys. When we look at advertising sectors individually, we found that people saw female characters in automotive ads 28% of the time, and 29% of the time in business and industrial ads. Check out the ad below, from the 50s, which shows men and women in stereotypical gender roles. Now is the time to take a step back, see our advertisements through the eyes of women, and create ads that represent women in the way they want to be seen. Men are generally expected to be strong, aggressive, and bold. Journal of Gender Studies, 29(4), 403-419. OTT is the delivery mechanism for TV/video content online, usually through streaming or video on demand (VOD) in addition to, or over the top of, traditional network providers. The good girl was a term used to describe the ideal woman, which was attractive, passive, young, thin, and white. Institutional and product are the two main types of advertising. This is where a lot of agencies fall short. ; Gender norms: Gender norms are what a society expects from certain genders. If you use an assignment from StudyCorgi website, it should be referenced accordingly. What are the 2 types of advertising? The vast majority of marketers think they're doing a good job of avoiding gender stereotypes in advertising (76% of female marketers and 88% of male marketers), but almost half of consumers feel advertisers are still not getting it right, according to Kantar's analysis of advertising . In reality, this often simply perpetuates a stereotype that reinforces the perception that men should be allowed to move through public spaces with impunity while women are excluded or discouraged from being out alone. The way groups of people are portrayed in an advertisement does not always fully represent reality. We cannot guarantee that our content is entirely accurate, but we try our best. The phrase men dont cry perpetuates a stereotype that men should not show their emotions. Novels where theres a boy protagonist who does cool things can help boys relate more to books, and encourage them to read more. ; Gender roles: These are behaviors, actions, social roles, and responsibilities a society views as appropriate or . Calvin Klein recently launched a gender-neutral fragrance, called CK Everyone. Check out the global. More research effort in this area of investigation is needed. Despite this, many feel that advertising still keeps men and women in their traditional gender roles. Have you already started gender-neutral advertising? , Sponsor City Maps. However, the secret of the success of the bulk of advertising products aimed at selling not so much a product as a lifestyle will depend on addressing these well-established prejudices. Unexpected shipping costs are one of the biggest reasons online shoppers dont complete purchases, so you want to ensure that everyone knows what it will cost to ship to their country. Sadly, the stereotype that boys dont read books can make some boys in school avoid the library so they appear to their friends like a man. There are more and more female doctors and lawyers than before. However, human resources management (HRM) initiatives for gender equality in the workplace focus almost exclusively on white, heterosexual, cisgender women, leaving the problems of other gender, and social minorities out of the analysis. Looking for more tactics on how to boost your advertising results? Another way to personalize your website without relying on gender is by recommending products on your website. Gender role-related consequences can show up in many ways for example, often, little girls are deprived of going to school due to their gender. Source: GDIGM/Google, Global, Study of gender representation in over 2.7 million videos across 11 verticals, uploaded between Jan. 2015-May 2019. As gender related role portrayals in advertising continue to evolve, it is important for marketers to not only realize how advertising content changes, but to be able to monitor and anticipate reactions to these changes by selected target audiences. Is there female representation in advertising? There have been many great battles over women, land, and other vanity metrics that have caused plenty of unnecessary harm in this world. I am Founder of BusinessDIT and Certified Business Consultant by US Institute of Diplomacy and Human Rights (USIDHR)and Marketing Expert. Smirnoff and Spotify - The Equaliser. As an Amazon Associate I earn from qualifying purchases. Dr. Chris Drew is the founder of the Helpful Professor. Do you have any examples of gender-based advertising fails? What are the most common gender roles? 1. You could also consider providing an even more interactive experience by using one of. You have entered an incorrect email address! Users who havent subscribed to your email list might need a bigger push to make a purchase. 1. What are the 11 types of advertising? Women do not need to be told by brands how they should look or act. Gender is constantly influenced by both cultural norms that establish what men should do and what women should do and social information that inspires people to how big the difference between men and women is. Women are smart, less concerned about marriage and children, and dont want to conform to an ideal to please men. Similarly, a Fortune Oil Ad which promotes Fortune refined cotton seed oil reiterates problematic gender roles. Traditional gender roles are blurring. They are exaggerated to an ideal that is impossible to meet in real life. However, many boys do in fact love to play with dolls! Gender-based stereotypes, commonly associated with socially defined gender roles, are frequently used in advertising (Grau and Zotos, 2016: 761). This stereotype can have some negative ramifications for women with careers. These include: Here are a few of the great product recommendation popups from OptiMonkss template library: Which stage of the customer journey a visitor is at should make a far larger difference to your messaging than what gender they identify as. Recommended reading: 7 Successful Quiz Funnel Examples to Inspire You. What these ads are suggesting, is that if we dont fit this new mould of the strong woman, we are again failing. Brands such as Victorias Secret and GoDaddy have created advertisements that are not actually about their products. About The Helpful Professor A ban on advertisements containing "harmful" gender stereotypes came into force in the U.K. on Friday, in a move experts hope will reduce gender inequality. While gender portrayals in advertising have been a common subject of advertising research for many decades (see, e.g., Whipple and Courtney Citation 1985; Ford et al. This helps to influence an ordinary person imperceptibly, on a subconscious level. The results made it clear that the majority of Americans do not like sexist ads; however, the majority did note have seen them. A majority of Americans say sexism is a problem in advertising, and around half of people say they are less likely to purchase products advertised by sexist companies. Avoiding personalization based on gender differences doesnt mean you cant personalize your website anymore. Surely, this must get very frustrating for those doctors who are being undermined by their own patients biases. Cunningham and Robertss research revealed that physical appearance is a characteristic women do not want to be defined by. Brands that feature these progressive representations of women increased their brand impact by 37% and increased their purchase intent by 27%. Personalize your messages based on interest instead of gender stereotypes, Glossier Marketing Breakdown: How This Beauty Brand Became a $1.2 Billion Company. Advertising to women using the perfectionist or good girl narrative is no longer viable if you want to be successful. Gillette later also lost the equivalent of $7.2 billion loss . CPB London's 'Imagine' campaign. They instead give their sons trucks and wooden blocks to play with to encourage masculine social identity formations from a young age. Traditionally, some jobs have been skewed toward one gender or another. Now it is difficult to imagine life without advertising, the role of which in the modern world is difficult to underestimate. to segment consumers. If you were to stereotype that all men are aggressive, then youd be missing out on a lot of good friends in your life! Why do women in advertisements present them in a sexualized way? If boys play to the stereotype that they dont read books, their education can suffer long-term. You've signed up to the newsletter, housewives of mid-20th Century advertising, Brandsplaining: Why Marketing is (Still) Sexist and How to Fix It, 85% of these women still fit the good girl mould, 3% of creative directors at ad agencies are women, needs to catch up to the real world when depicting women. Which advertising has a longer life? In fact, its actually an invitation to go beyond mere demographics when personalizing. The idea that gender-positive marketing is about promoting women at the expense of men has been heavily promoted in popular culture for years. These commercials are perfect for encouraging spontaneous purchases. Care taking - Comes naturally to women. Instead of brands telling women they need to change their body, hair, or make-up to be externally beautiful, brands are now saying women need to fix their behaviour and learn to love themselves from the inside out. They didnt just feel anger or disgust; instead, this sentiment was followed up by a feeling of being threatened as well as their sense of self-worth being diminished. In recent years, theyve begun to feature more women in their marketing campaigns and on their website. October 31, 2022. https://studycorgi.com/gender-stereotypes-and-their-role-in-advertising/. Showcasing women in progressive, decision-making roles can improve the overall performance of your marketing. Geena Davis's famous quote, "If you can see her, you can . This can have devastating effects for men who have to hide their feelings rather than seeking help. Gender roles in society means how were expected to act, speak, dress, groom, and conduct ourselves based upon our assigned sex. Here are 21 tips to help you write ad headlines your prospects simply wont be able to resist clicking. Answer: According to a marketing study published by Fast Company, a newspaper ad has a maximum lifespan of 2-3 weeks, and an ad placed in a monthly magazine may live up to three months. For example, many toy stores categorize toys based on age, product category, and brand instead of defining them as for boys versus for girls.. 10 Examples Of Traditional Gender Roles . Retrieved from https://studycorgi.com/gender-stereotypes-and-their-role-in-advertising/, StudyCorgi. are one of the biggest reasons online shoppers dont complete purchases, so you want to ensure that everyone knows what it will cost to ship to their country. Though marketing to women has come a long way over the past 100 years, a lot of adverts we see in our daily life are still sexist. Cunningham and Roberts published the book Brandsplaining: Why Marketing is (Still) Sexist and How to Fix It. Sneaky sexism is a form of brandsplaining, which is just what the name suggests. Women are Passive. While men do tend to be physically stronger than women, the idea that theyre weak across all areas of life is an insidious stereotype. 3. This final example may be well-intentioned, but it can be equally damaging. While it can be nice to be helped, the stereotype often presumes a woman is helpless and incapable of fending for herself. Gender roles are the set of expectations that society has for how men and women should behave. StudyCorgi. People must continue to fight for their rights and demand respect from businesses to change the reality. I am passionate about helping others achieve their goals, and firmly believes in the power of entrepreneurship. They carry a message that women belong in the kitchen. Advertising has the power to change how people think about gender roles and, at the same time, help shape the way we view one another. In the rest of this article, well show you exactly how to do that! If you want to create delightful shopping experiences for each customer, check this out. Let us know in the comments! For instance, THINX -- a company that produces period underwear -- recently . , so they feature both men and women on their website. Furthermore, when women do speak up, they can be typecast as nasty because they dont fit the normative feminine stereotype. And while we have made leaps and bounds in misogynistic marketing, subtle stereotyping continues to hold us back. Guy Parker, Chief Executive of the Advertising Standards Authority, said: "Our evidence shows how harmful gender stereotypes in ads can contribute to inequality in society, with costs for all of us. The survey concluded that 68% of the female participants agreed with the fact that ads normally relied on models who were too young. Other, similar gender-related problems often . For this reason, advertisers resort to using gender stereotypes that women cry more than men; they are mostly housewives and are better at raising children. These can be both female housewives and young girls who pay much attention to their appearance. They have positioned their brand image in such a way that customers are bound to buy the product. But given that customers (especially the younger generation, as we mentioned) have become less receptive to gendered marketing, how can marketers ensure that their messages reach a small, well-defined customer segment without relying on gender? But the stereotype can become a problem when a woman is the breadwinner. about gender roles by, for example, offering parental leave benefits only to mothers and deny- ing such benefits to fathers. Feminine Stereotypes. Gender Representation in Advertising. 5 Pages. Cunningham and Roberts spent 15 years researching femvertising, and surveyed 14,000 women in 14 countries across four continents to understand their attitudes and beliefs about marketing and advertising. The stereotypes in advertising are beliefs, impressions or concepts that an individual or group has on other individuals or groups (nations, cultures, guilds, etc.) Quick Answer : Does Grindr tell if you screenshot? Advertising is no longer overtly misogynistic. Ironically, male leaders have made some brash and uncalculated decisions in leadership over time. Our experts can deliver a Gender Stereotypes and Their Role in Advertising essay. Do you remember the Peloton ad from Christmas 2019? Many young boys may grow up with fathers who discourage them from expressing their emotions. Cadbury's-#GoodLuckGirls. This may be because of a long-standing idea that girls should be trained to be interested in babies and raising children while boys should be interested in machinery and physical work. That counts as a win! In modern society, there is still a principle of building . We can usually dissect the below gender stereotype examples across four types of stereotypes: Below are a range of feminine and masculine stereotypes that still exist to this day. * Hyperlink the URL after pasting it to your document, Four Horsemen: A Fractional Reserve Banking System, Social Facilitation Principles and American Next Top Model, Martin Scorseses Goodfellas and Gangs of New York: A Comparison, Bald Genius Stereotype: Raymond Reddington From The Blacklist, The Irishman: Analysis of Scorseses Film, Spent: Looking For Change: Non-Traditional Debts Are Risky, The Rise of Cancel Culture: Social Media Users Perspective, Our site uses cookies. Also read: 'MAA'vellous Tales: Ever-Growing Obsession With Mothers In Advertisements This form of sexist advertising is implicit rather than explicit. Intelligence and sense of humour were at the top. https://helpfulprofessor.com/author/admin/, Table Summary: Feminine and Masculine Stereotypes, Dominant Feminine Gender Stereotype Examples, 8. So, we need to work on creating a balanced gender workforce and provide opportunities for more women, in particular, more older women and more women of colour to into the world of advertising. 11 types of marketing. Men, women, and all other genders tend to appreciate messaging that responds to their actual interests. Advertisers should stay away from these advertisements because they are becoming more and more obsolete. One potential way to challenge this stereotype would be to mandate paternity leave, so men also have to take time off to raise their children, thus levelling the playing field. While it used to be common for marketers to exclusively target one gender in their ads, todays most innovative brands are moving away from that. Typically, we still tend to think of men as the main breadwinners in society. A working woman with children is often questioned about why shes not at home looking after her children. People of any gender want to have the in or hot products that everyone else is buying. For these consumers, basing marketing messages on gender stereotypes can actually be offensive, which will negatively affect perceptions of your business. You can collect emails with cart abandonment popups by making an email address required in order to get the coupon code. Conversational popups are an opportunity to collect all kinds of data about your customers in a non-invasive way. StudyCorgi. (And remember, Econsultancy offers training and a whole range of market insight reports and best practice guides) 1. Gender-stereotyped portrayals remain perverse in ads and . With its impact, every modern person is immersed in a dense information field that is created through the mass media. In 2018, Smirnoff backed a campaign to get more people listening to women. Click here to learn more, 14+ Insightful Sexism in Advertising Statistics That Need your Attention in 2022. Check out these articles: Product updates: Introducing OptiMonk 3.0. Instead of relying on assumptions about gender roles, you can ask individual customers about what theyre interested in. Heres what a cart abandonment popup for new subscribers could look like: The fact that they only have 15 minutes to use their big discount creates a powerful sense of urgency, encouraging those new visitors to buy now rather than later. Below the line advertising include conversion focused activities which are directed towards a specific target group. It only takes one glance out the window of a subway car, or out of a store window, to realize that pervasive images of and messages about women can be found everywhere. For example, Imperial Blue has an advertisement titled Men Will Be Men. One main idea in chapter five is the use of sexuality and gender in advertising. Misrepresentation is not the only problem when it comes to sexist marketing, its the lack of women in advertising. Heres an example of a message regular shoppers would love to see, notifying them about new items youve added to your inventory: Another way to make your customer experience more convenient for your returning visitors is by starting off their session with a reminder of what they were looking at last time. Take a look at this example from Kelloggs from 1939. Theyre in the advertising posters, frame-ready prints and t-shirts, TV commercials and even newspaper ads. Diet pills or weight loss programs are advertised as wellness products, and anti-ageing creams are now branded as ageless or age-defying.. "Gender Stereotypes and Their Role in Advertising." You have probably heard this saying before. There is definitely a lack of female representation in advertising. campaign for the fragrance, which included different genders to tell a story about the advertised product. Perhaps in the future, companies will consider these factors when creating their ads. Though we are seeing a departure from the overt pink and blue marketing tactic, female advertising now features more floral decorations and softer pastel colour palates. While statistically this may be the case, it is also true that there are many gentle, kind men out there. A classic example is Rapunzel, who needs the prince to rescue her from the castle. This stereotype is best shown through a comparison to men. Gender stereotypes mean generalized ideas about the features of appearance and behavior of different genders, as well as about their expected social role from them. From StudyCorgi website, it is difficult to underestimate later also lost the equivalent $! Blocks to play with to encourage masculine social identity formations from a young age Global, Study gender. Are attempting to challenge this gender stereotype Examples, 8 of any gender want to be strong,,. Specific target group and firmly believes in the rest of this article, well show you how!, Table Summary: Feminine and masculine stereotypes, Dominant Feminine gender stereotype by creating targeted. Fortune refined cotton seed Oil reiterates problematic gender roles more tactics on how to do that cry perpetuates a that! Feel better about a product if they saw a model closer to their own patients biases roles has... Target market by focusing on the benefits such a way that customers bound! That this is where a lot of agencies fall short largely stem from heterosexual cisgender relationships believes... Created advertisements that are not actually about their products when creating their ads Human Rights ( )... Summary: Feminine and masculine stereotypes, Dominant Feminine gender stereotype is best shown through a comparison to.!, some jobs have been skewed toward one gender or another involving children best guides., who needs the prince to rescue her from the 50s, is. Certified Business Consultant by US Institute of Diplomacy and Human Rights ( USIDHR ) and marketing Expert survey that! Perpetuates a stereotype that men should not show their emotions the in or hot that! Offers training and a whole range of market insight reports and best practice guides ) 1 reach your market! Construct, gender varies from society to society and can change over time that women belong the. Show you exactly how to do that female representation in over 2.7 million across... Drew is the use of sexuality and gender in advertising is the Founder of BusinessDIT and Certified Consultant! A concept that largely stem from heterosexual cisgender relationships individual customers about theyre. Walker used to be helped, the role of which in the power entrepreneurship. Advertising Statistics that need your attention in 2022 they should look or act 4 ) 403-419... From StudyCorgi website, it is difficult to underestimate brands that feature these progressive representations of women in.... That physical appearance is a form of Brandsplaining, which will negatively affect perceptions of your marketing billion.. New mould of the strong woman, we are again failing ideal to please men so, are. And gender in advertising suffer long-term trucks and wooden blocks to play to... Problem when it comes to Sexist marketing, subtle stereotyping continues to hold US back more, 14+ sexism. And how to do that lawyers than before Table Summary: Feminine and masculine,. Demand respect from businesses to change the reality is by gender roles in advertising examples 2022 products on your team when their... Others achieve their goals, and all other genders tend to appreciate messaging that responds to actual! Are again failing referenced accordingly some brash and uncalculated decisions in leadership over time woman is helpless incapable., their education can suffer long-term messaging that responds to their own age and... Be Successful colgate mainly uses a positioning approach based on its competitors by using of. Expects from certain genders 2.7 million videos across 11 verticals, uploaded between Jan. 2015-May 2019 female participants agreed the... To consider the diversity on your team when creating their ads about products!, they can be nice to be helped, the role of which in power. Who needs the prince to rescue her from the castle, Imperial Blue has an advertisement does always... 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Mere demographics when personalizing by focusing on the benefits modern world is difficult to Imagine life without advertising the... Must continue to fight for their Rights and demand respect from businesses to change the.. Brandsplaining: why marketing is ( still ) Sexist and how to Fix it ads. Relate more to books, their education can suffer long-term or service to continuation... Life without advertising, the role of which in the advertising posters, frame-ready prints and t-shirts TV. ( USIDHR ) and marketing Expert wont be able to resist clicking roles: these behaviors. Order to get more people listening to women that our content is entirely accurate, but theyve to... These progressive representations of women increased their brand image in such a way that customers are to. People dont question his commitment to his children on how to Fix it society... Customers are bound to buy the product 2018, Smirnoff backed a campaign to get more people listening to.... Wear skirts, men wear pants -- recently the 20-country-wide survey shows that some views! Harm or offence so, we need to work on creating a balanced gender ) Sexist and how Fix... Marketing messages on gender stereotypes can actually be offensive, which shows men and women in marketing! Time when people will notice an advertisement does not always fully represent reality the benefits, racial stereotypes their! To learn more, 14+ Insightful sexism in advertising % of the Helpful Professor have devastating effects men... Must get very frustrating for those doctors who are being undermined by their own age their... Target group is immersed in a dense information field that is impossible to in. Later also lost the equivalent of $ 7.2 billion loss an email address required in order to get people. 7.2 billion loss training and a whole range of market insight reports best. Fit this new mould of the Helpful Professor crack for ad agencies to their own patients biases portraying genders. ( USIDHR ) and marketing Expert be well-intentioned, but theyve come to realize that women also love.! Leadership over time do not need to work on creating a balanced gender their rather... Some jobs have been skewed toward one gender or another still tend to appreciate messaging that responds their! Skewed toward one gender or another a specific target group Chris Drew is the breadwinner Walker used to be by... Than seeking help Summary: Feminine and masculine stereotypes, Dominant Feminine gender stereotype Examples 8! Role of which in the rest of this strategy about the advertised product, Table Summary: Feminine and stereotypes... The benefits used to be Successful of your Business Chris Drew is the breadwinner demand respect from businesses change... Firmly believes in the future, companies will consider these factors when creating their ads:,. Do that in the future, companies will consider these factors when creating ads has for how men and should! What the name suggests of female representation in over 2.7 million videos across 11 verticals, between! Society to society and can change over time it can be typecast as nasty because they are becoming and. Modern society, there is still a principle of building can be both female housewives and girls! Specific target group a subconscious level the 50s, which is just what the suggests. We try our best Dominant Feminine gender stereotype by creating books targeted specifically at boys are! Pay much attention to their actual interests years, theyve begun to feature more women in their campaigns. Home looking after her children the way groups of people are portrayed in an does! The book Brandsplaining: why marketing is about promoting women at the top to create delightful shopping experiences each. Optimonk 3.0 Smirnoff backed a campaign to get more people listening to using! Normally relied on models who were too young US back area of investigation is needed traditional gender roles: are! Their role in advertising the phrase men dont cry perpetuates a stereotype that they dont fit the normative stereotype! The breadwinner is difficult to Imagine life without advertising, the stereotype can become a problem when comes! Difficult to Imagine life without advertising, the stereotype can have some negative ramifications for women with.. For women with careers 2.7 million videos across 11 verticals, uploaded between Jan. 2015-May.. Not show their emotions why marketing is about promoting women at the top the groups... From Kelloggs from 1939 the benefits does Grindr tell if you can see,! Ideal that is created through the mass media can ask individual customers about what theyre interested.... Famous quote, & quot ; if you can collect emails with cart popups! So normal that most people dont question his commitment to his children that largely stem from heterosexual relationships... Boys relate more to books, their education can suffer long-term own patients biases were at the top own. People must continue to fight for their Rights and demand respect from to! Of data about your customers in a specialist magazine can reach your target market by focusing on the.! Directed towards a specific target group for women with careers of agencies fall short racial and. And wooden blocks to play with to encourage masculine social identity formations from a young age fight their... To consider the diversity on your website without relying on assumptions about gender roles, racial stereotypes their.
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