}
habit. Even the events that initially caused great sensation with the habit has become banal.
It just so happens that it becomes normal, where a billboard image of a naked woman squatting with the slogan "Climb at no cost" sponsors of photovoltaic panels.
Almost all now use similar strategies, it is not known, it is not surprising, unless someone is not gonna make you notice. That someone in my case it was the program Rai Tre "PresaDiretta" with the "SenzaDonne.
The use of the female body, stereotypes and sexual references is only a prerogative Italian? Giovanna Cosenza, associate professor of semiotics at Bologna University, analyzed a well-known multinational brand: "Abroad, in Europe, is the same product, the yogurt with a variety of people, children, adolescents, women, men, elderly and older joyfully jump to live a life of what brand yogurt. It 'an incredible difference, very clear. In Italy we have a girl curled up, naked and with a mouth painted on the body and in Europe we have all kinds of people who in their daily lives happily laugh, jump exchange effusions, smiling, chatting, marked by a life of that mark . And we are assigned the usual dose of body, even for a yogurt. It 's easy to see how artistically original, but some spots are not given space to other situations of life than the "relaxing break".
stereotypes that women are hard to shake, for example, if the door has the "dust" the husband calls his wife to put her away (trouble in an advertisement that a man knows how to take on household attitudes!), Affecting even the most children: children who are modeled on the submissive role of women in the kitchen to work while her brother, not only does not help, but can also afford to make mischief, and all this only for the slices.
And apparently only women in Italy, with rare exceptions, are in able to sponsor household products, while in Spain there are those who have been able to use only male actors, but also to win many awards and give considerable visibility to the product with the slogan: "Ellos tambien pueden : por el Department of igualitario trabajo en casa, "(Although they can: for the equal distribution of work at home). Not going in the direction taken by everyone, not using the shortcut of the naked woman or sex, have been able to attract much more attention.
But this is perhaps also thanks the English association "Autocontrol" which, as we read from the site, aims to ensure good publicity, true, legal, honest and fair, this company has the distinction of being financed both from advertisers, advertising agencies and media. Across Europe there are agencies of control, but this is the only visionary advertisements before they reach the public.
So where does the problem seems to be an "Italian"?
Perhaps it is not only the target you are trying to hit the weak point, but just as it goes in the hierarchy we find that the presence of women in management makes the difference. Since it is very strange that the employees of the same German multinational are treated differently when they return from maternity leave where the variable is critical if you work at the Italian or German. And guess which of the two employees will receive the most discriminatory treatment?
One approach then would be to introduce a law, as was done in Norway, Spain and now is also being discussed in France, which imposes the quota of women in the CDA, at least for listed companies.
Polato Gianni, who spent several years in London and the U.S., working as part of "online marketing" and making detailed studies on the use of "imagery" as the behavior of Internet users subjected to advertising campaigns, d ato us his opinion on role of women in advertising and managerial career.
"In developed countries (mainly USA and UK), she plays a commercial decision, it is not just mere consumers of content, but also in the cockpit along with male colleagues, and has roughly the same level of power. Based on my personal experience, I think that the presence of women in decision-making ports more balance to what concerns the management of advertising. That said, it is absolutely true that women make decisions better than men, for what I saw in my years in London and the U.S., there are differences in managerial ability between men and women; are all very smart, they are all very competitive, ready to be the best allies and worst enemies of each other. The fact that career women are faced with the burden of giving birth to children in reality does not mean anything to them with regard to advances carrieristici simply because every department of the large Corporate always aim to have the number of women and men almost equally. Understanding that the maternity leave are paid and do not involve "being set apart", so the promotions will not be blocked or slowed.
happens very often that women in marketing are much higher numbers than men. I still remember a of my great leaders that at a meeting at the end of semester, said, "I beg you, try to take even a few men every now and then."
This automatically makes it clear that any thoughts that lead to a vision of "inferior" woman is nipped in the bud. Indeed, it is almost never present in the Anglo-American culture. The Latin macho womanizer is sometimes seen enough and sometimes with contempt, and certainly 'seen as a sort of "primitive attitude" and not only women but men too Anglo-Americans. To the point that a joke is forgiven and sexually compatible if it is to an Italian man, but is seen so terrible if it is a male English. Then an advertisement voltaic panels containing a naked woman would have very big problems to be discussed and even proposed. And if anything passed, would immediately criticized and under attack by the media, which means an advertisement enormously damaging to the company name involved.
And here it is easy to see that stereotypes and icons used in advertising are completely different. This does not lead to a final result of "better society", but involves, in the final, only a "different company". I say this because both the U.S. and UK in particular have very serious social problems, then type the alcoholism and drug abuse that plague so devastating the entire society, starting with cla sse young people up to the more adult i.
In parallel with this analysis, it is a fact that the people of Anglo-American loves to travel and holidays, especially when abroad. The reason for this is not always easy to understand, but what matters is that large part of advertising campaigns using as a "trigger" the main package holidays, flights in air, tropical islands, with swimming pool and cocktail parties (note : parties with alcohol, music and swimming, but do not use the classic spaghetti with a table of friends). And all in a young or juvenile. Only in cases such as advertising for insurance companies can see images of small families united, peaceful and mostly affluent. The rest is tied to the lifestyle associated with post-graduate.
Cars, clothes and mobile phone are objects of great interest, but do not determine if you're the winner. On the other hand, must be one that always goes to the pub and one who travels often, otherwise you're seen as a loser. For which good taste and design are appreciated, people in sight on the crest of the wave treat their look, but there is no obsession behind these values, as in the Italian world.
But then this does explain why the classic male English does not have much interest in the car driving or for women who had, while deeply attached to his evenings at the expense Pub, where he drowns in beer and talk about where he was on vacation and where he will spend his holidays will soon do so. And for women it is almost the same level, despite the orders of magnitude lower with regard to alcohol and drugs, but the phenomenon is the same when it comes to holiday icons and some free time and dreams. In fact there are men and women in equal numbers both in flight and in the pub.
conclusion, an advertisement that contains naked women that should attract the attention of the male which, sexually aroused, he decides to buy, if done in countries like USA or UK, would be seen so horrific, would not have happened and a sea a lot of problems serious. It is different if the disclosure involves a couple, where perhaps the master is to act as a woman, then in that case - with the woman who controls and decides - nudity, if moderate and not push too, could be seen as acceptable. Also there may be a good logical connection (such as advertising on contraception or on honeymoon or similar things). Otherwise it is something that is not financed primarily by those who decide "what to use" for campaigns. "
If you sponsor a product aimed at women, perfume, underwear, it is natural to use women actresses, but to eyewear, photovoltaic panels, a coffee maker or a bath I think you could use a little 'originality and cleverness as well as innovation without take the easy way out by all bar where sex attracts attention.
Unless, of course, do not talk about contraception, AIDS prevention, combating the phenomenon of homophobia, poverty in the world or onset of anorexia and see the people who suddenly will claim the legacy of the Papal States or those shocking images that ruin the appetite.
Alexandra Lea
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