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.
