Advertising agencies, mass media, musicians, artists… the whole World is aware of the amount of insights that can be found on the Internet, and social networks are becoming powerful sources of inspiration. If we learn to listen we can find great ideas to develop successful projects.
In Spain, women over 50 are the latest phenomenon in facebook. Over 600 groups about their habits have been created, and they have already got thousands of fans. Their behaviors reveal the humorous Spanish culture, which most observe in their mothers, grandmothers or even in themselves.
Now, these women have been represented on a Photography Exhibition. This shows how spontaneous acts can turn into art. Hector Bernabeu, Advertising Photographer, and Mar Sanchez, Art Director, have developed the exhibition that shows these tender females. The photographs show a funny, but also kind and tender, point of view of the Spanish women. Throughout the work we notice the influence of the advertising style they are used to.
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.
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.
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.
AdWomen readers are growing. We are and more. An example is the incorporation of new contributors to our blog from countries like Venezuela or Italy. Diana Munteanu will be our correspondent in Romania and give us her points of view about the situation of the Romanian advertising in general and the campaigns made by / for women. If you want to be one of them and join us from anywhere in the world to write your post, please send us an e-mail to: adwomenblog@gmail.com or leave your comment on the blog.
Do you have a “Super mom”?
Francois Brune says in his book “Le Bonheur conforme. Essai sur la normalisation publicitaire” that women tend to think that their houses are an extension of their personality: stains are an obsession, they want to have everything cleaned and perfection is a must. These facts lead to the abusive use of detergents and soaps. In conclusion, companies pushed their way into the exploration of this perception. An example is “TIDE” with “Super moms” in Romania. Mothers have some great powers; they can make things better and everything possible. In Romania every woman wants her house to be cleaned. If you go in a supermarket you can see that there are a lot of shelves full of detergents of any kind.
Juan Rey is a Professor [Profesor Titular] at the University of Seville and his speech contributed a point of view about new consumers, prototypes of masculinity and hybrid genders.
Juan Rey explained why the society and advertising can not be understood separately and he quoted Dr. G. Corny: “In a consumer society the image in advertising translates the values of the dominant ideology”.
Advertising changes according to the demographic, sociological, economical, ideological (…) changes. It always tries to keep as close as possible to the course of society. Advertising changes because the society changes, and there are only three obstacles that can impede the change of advertising discourse: the stereotype of mother, the importance of profit and the consumer’s perception of a product as more or less masculine.
One of the changes reflected in advertising is the feminization of men. In advertising speech, the male prototypes have been changing trough decades. All began with the birth of (more…)
Victoria Camps, the Professor of the University of Barcelona, was the first one to speak in Congènere. Victoria gave a discourse about a tyranny in advertising.
According to Victoria, the reason why the image of women in adverts is so conservative is that advertising’s goal is to reach the majority. In fact, the profile of a television addicted person corresponds to a non-emancipated woman lacking a critical point of view and feeling identified with the program line offered by television. ¨You only have to stay home sick once to discover the type and quality of programs broadcasted in the morning¨—said Victoria. That’s why professionals use stereotypes.
Congènere: Representation of gender in the advertising of XXI century
Congènere will take place today and tomorrow. During two days, psychologists, journalists, publicists and philosophers will discuss about advertising speech and gender.
AdWomen is in Girona as Partner Media and will share with you everything about the congress.Soon, we will get the first pieces of news.
sing agencies, mass media, musicians, artists… the whole World is aware of the amount of insights that can be found on the Internet, and social networks are becoming powerful sources of inspiration. If we learn to listen we can find great ideas to develop successful projects.
This new column from Buenos Aires, arose alter being a frequent and fan reader of Adwomen.
Victoria Camps, the Professor of the University of Barcelona, was the first one to speak in Congènere. Victoria gave a discourse about a tyranny in advertising.
