As a woman I have been exposed during the last years to a great number of adverstisings which show different types of women characteristics. One of these campaigns which carried on a great impact in Argentina was “Real Beauty” by Dove. In the same, one could visualize as models women showing more pronounced body curves, normal body weigth, which led to a greater identification by the majority of the female population, One of the objectives of this campaign was to change the type of restrictive models and they have even achieved steps towards the development of the “Dove Foundation to Self-estime”. They not only work directly with girls and mothers, but also to include different organization. Really a great enterprise!!
However, at the same time we receive this message, the market is still filled with advertisings incuding women with unattainable types of models from common women: slims, tall, outstanding beauty. These “models” appear not only in publicity of cloths, perfumes, cars, but also in adds depicting them as “common housewifes” doing the house chores, playing with the kids, cooking, and looking glamorous and ready for love at any time.
In 2006 Calzedonia shocked the Italians with a spot that now has come to Spain where he is not going unnoticed, because if something is good, is good always. The good ideas are timeless.
In the ad shows images of the most significant moments of a woman as her first ballet performance, a job interview or her wedding. In all moments Calzedonia is present.
It is an original ad that manages to sensitize women with the mix of endearing images and the beautiful song ‘She’s Always a Woman’ by Bill Joel, bringing the ad to the infinitum.
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.
As a woman I have been exposed during the last years to a great number of adverstisings which show different types of women characteristics. One of these campaigns which carried on a great impact in Argentina was “Real Beauty” by Dove. In the same, one could visualize as models women showing more pronounced body curves, normal body weigth, which led to a greater identification by the majority of the female population, One of the objectives of this campaign was to change the type of restrictive models and they have even achieved steps towards the development of the “Dove Foundation to Self-estime”. They not only work directly with girls and mothers, but also to include different organization. Really a great enterprise!!
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This new column from Buenos Aires, arose alter being a frequent and fan reader of Adwomen.
