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 as self-exigence, autonomy, autenticity, self sufficiency, originality.

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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.

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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.

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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.

Emporio Armani

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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.

Do you identify with any campaign?

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We have hidden the name and the slogan of this brand, in the following ad.

Take a moment, and try to deduce what is the product advertised here?

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The Reedbok market share has declined in recent years, although the brand was bought by Adidas four years ago.

To solve this, Reebok has decided to return to its origins and focus on women as a target audience, the same that prompted him to their reputation and sales in the 80s and 90s.

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The campaign made by the creative director Garry Lace, of Beta agency, has generated much controversy in England, especially between the women.

The objective of Garry Lace was to show the power of outdoor advertising as an alternative to digital advertising.

“Career women make bad mothers,” a title that addresses an issue that is booming in our society and that for many women is a daily struggle, the conciliation of the working life with the family life.

Beta agency has sent a message of apology:

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“40% of Jeep’s consumers are women”

Global Hue (Michigan) was the creative agency of Jeep’s new campaign in the U.S.A “I Live. I Ride. I am. Jeep”.

They seized the Thanksgiving Day to launch the campaign in New York, specifically Times Square, the subway and various stations throughout the city.

They used a variety of creative elements such as stairs wrapped in floor graphics, banners and videos of 30 seconds that they projected in digital billboards for 6 o’clock in the morning until 2 o’clock in the morning on 27 November.

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To close the year, we thank you for visiting the blog and the comments you left us and we want to invite you to join the blog in the new year 2010, we look forward to your opinions and suggestions for improvement.

Here we leave a list of 10 best posts of 2009. Happy New Year.

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1. Interview with Ruth Lee: A great professional who responded us with many examples in one of the best interviews of this year. Thanks for your generosity, Ruth.

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2. Olay return us to childhood: Very debated by users because of different interpretations of the graph.

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3. Women buy 50% of the cars: A market conquered. And Harley Davidson worries for the women first time in the history.

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4. A dress of clouds: Creativity by women and for women: a story that talks about feelings and motivations.

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5. M vs W: This year Nike opened the battle of sexes that it has been a continuation trivial, will become a saga in 2010?

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6. Golden Stiletto Awards:  Congratulations She Says to reward the creativity by women.

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7. Women love to cut the lawn: A different form for a product category of women, which even surprised to women marketing proffesionals.

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8. Women are better in marketing: 80% of respondents agree that women are experiencing great success in marketing departments.

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9. What announcing this graph?: We started a discussions in Linkedin about this post entitled TOY BOY and we get a record of 300 visits in one night, with 50 reviews in the social network. A big surprise. Thank you for your participation.

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10. Do you think there is a female factor in creativity?

Anna Lubowska, President of the Board of the Advertising Agencies Association of Poland (SAR) and Member of Executive Committee of Effie, member of jury in the latest edition of the Golden Drum.

“Sure!”

Svetlana Ćopić, Deputy Creative Director of New Moment New Ideas Company and member of jury in the latest edition of the Golden Drum.

“Not in creativity, but in the way that the business is done. I think that women have introduced some new qualities to this tough and competitive profession and are changing it in a direction that is more comfortable for both sexes.”

Rossella Sobrero, President of Koinètica and member of jury in Cannes Lions 2009.

“I’d rather call it a “female approach”. A winning approach, especially in social campaigns where attention and sensitivity are essential.”

Uschi Henkes,  Executive Creative Director and founder of Zapping/M&CSaatchi and member of jury in Cannes Lions 2009.

“I can only repeat that in my opinion creativity knows no gender. But at work, I think we are more flexible and can do more things at the same tie.”

Maria Luisa Francoli Plaza, Global CEO of MPG and member of the jury of Media category at Cannes Lions 2009.

“Yes, it’s about realism.”

Astrid Von Rudloff, CEO of Weber Shandwick in Germany and the only German member of the first PR jury in the Cannes Lions.

“Maybe surprisingly: pragmatism. Women tend to look for a good solution; men look for the big idea.”

Jureeporn “Judee” Thaidumrong, Founder and Creative Director of JEH United and member of the festival’s jury Clio Awards.

“As I said before, female Creatives can bring a sensitivity and attention to details to the table.”

Katrien Bottez, Creative Director of Duval Guillaume and Member of the festival’s jury Clio Awards.

“I think women can add depth and relevance to creative work, but on the other hand you must not exaggerate the importance of this female factor. Once a campaign of mine was flagged by a woman rights organisation describing it as “woman unfriendly and visibly made by men.”