On March 4, took place in Barcelona the 5th International Forum of Communication and Branding: Rethinkher which included professional expert speakers on the topic. , as Janne Cunnigham, Philippa Roberts, Avivah Witenberg-Cox, Ignacio Morgado, Alberto Pierpaoli, Carolina Foster Kenny, Jesus Alonso, Alfons Cornella and Marti Barletta. They stressed the need for greater presence of women in the world of communication and demonstrated through studies, facts, figures and arguments that the woman is a new ’superpotency’.
We leave the manifest of Rethinkher which reflects the most important ideas, the links with the impressions of the bloggers attending the Congreso, and the videos of the event and interviews with speakers.
First came the snuff and alcohol and now it is the turn to products that promote the cult of the body.
In Spain will be banned television advertising of slimming and cosmetic surgery among six o’clock at morning and ten o’clock at night, as a measure of protection to the child audience. Because that is the schedule of child protection, a stretch in which it is banned the broadcast of contents that may be harmful to their physical, mental or moral development.
Any channel can deliver advertising that lead to repulse of self-image, incites to the social exclusion by the physical condition or the success for weight factors. The objective of the measure is combat all kind of advertising which could result in children under conditions such as anorexia or bulimia.
How many times the men give us gifts that we don’t like it? Because of this, the jewelry brand, JCPenney, last year launched “Beware of the Doghouse” campaign, which we talk in our blog (link) Do you remember? The video was viewed nearly a million times on YouTube and generated nearly 500 comments. Besides, the integration of the campaign in applications such as Facebook, led the campaign to the top.
After the success achieved,this year it has launched “Return to the Doghouse” campaign, also made by Saatchi & Saatchi New York.
This new column from Buenos Aires, arose alter being a frequent and fan reader of Adwomen.
It intends to be an additional contribution to the world wide exchange of views and ideas, and to enlarge the net that allows us to get in contact and learn from other voices separated by many kilometers. It will provide ways of comparing and sharing coomon situations to women spread all over the planet.
To start I think that it would be appropiate to describe at a glance how is the treatment of women in Argentine Advertising
There is a study performed in 2008 by the Starcom Media Group named “The five As of women in Argentine Advertising”.
Their conclusions were originated after carefully analizing more than 150 ads related to medicine, beauty, food, beverages, cleaning. Far away from household duties, such as kitchen, ironing, washing, advertising adressed to women is now characterized by stressing other values such asself-exigence, autonomy,autenticity, self sufficiency,originality.
It’s an ad for the brand of clothing Saga Falabella in Peru. It shows several women in different situations. Each one shows a fear of change, but they decide to confront their fears, they decide to beat the wolf within.
A new type of behavior is used in the Romanian advertising. This new behavior is brought forward by some women. So, “pitzipoance” will be seen in the Romanian ads, because to some people they seem funny and there is a lot of sarcasm, when we, Romanians, have a discussion about them. These women in advertising make the ads funnier and notorious.
There’s also a negative part of this use of “pitzipoanca” phenomenon. Young girls might copy this unfortunate behavior because it involves: the lack of studying, the excess of make-up, the excess of tanning, the endless running for boys, they constantly want to be in the center of attention, money is a priority for them or they wear fewer clothes than usual.
We continue with the advertising campaigns exposure of the most important fashion brand. If you have not felt identified with any of the marks of the first part, here you have more for choose.
We present you the campaigns of fashion brands for spring-summer 2010. These campaigns are an advertising weapon in editorial terms. The mark is renewed and positioned in the market with these images. And these campaigns are an indicator of who will be the most successful faces in the following months.
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This new column from Buenos Aires, arose alter being a frequent and fan reader of Adwomen.
