It is difficult to understand, but the ad clearly sexist cleaners still occur normally. In this con

To celebrate 300 years of the Royal Spanish Academy (RAE), the Academy coffee stains of Advertising has given him a controversial spot. For days running like wildfire through walls, raising debates coffee stains about sexism on its way and the role of advertising and the institutions of society.
The spot plays classical structure, and completely current ads cleaners, in which women appear as ignorant (although dedicated his life to clean) saved by wise men dressed in white coats (or other symbols of superiority) that paternalistic attitude, the illuminate with your knowledge. This approach, which the President of the Academy defense to be humorous, has been criticized by women's advocacy organizations and much of the public.
The controversial ad, a mother scolding her child for soiling the kitchen with a way of talking ridiculously incorrect. The woman, coffee stains who is sensed housewife, appeared as head of household cleaning and father as the authority: the destruction must be cleaned "Come tu padre Andes." As ads cleaners traditional woman appears as an ignorant: because he can not speak and does not know how to clean up a broken jam jar on the floor. And saved by a wise man, in this case a voice that reveals the answer to your problem (and pass the "taught" to speak correctly): " Quiet! With this disaster has to solución SAR. "
Given the controversy and complaints from advocacy organizations for women, the President of the Academy of Advertising, Fernando Herrero, has apologized, but simply argues that the ad uses humor as a "classic formula advertising. "
This humorous, however, poses a parody of the traditional, because it seeks to ridicule sexist stereotypes, but reproduces the structure without criticizing or questioning it. The supposed humor formula is based simply on the parallelism, the presentation of metaphorical SAR as a product to educate, to cleanse the society of evil spoken language.
Advertising is an industry that too often continue to use traditional gender stereotypes and discriminatory. Maybe we should remember also the controversial campaign Betting Lotteries and the State, which propagated a summer slogan coffee stains offensive and disgusting double reading "1 in 3 quiere tocarte. Déjate. "
It is difficult to understand, but the ad clearly sexist cleaners still occur normally. In this context, an ad based on a joke that institutional uses precisely this structure can only be seen as a lack of sensitivity and responsibility by all involved and makes it easy to imagine that among the creative team must have few women, if there was any.
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Enthusiastic communication: journalist, online editor, content strategy and social networks. I believe in the transformative power of the Internet to people, businesses and society. Want to improve your communication project? Contact me!
Communication Enthusiast: journalist, online editor; content & social media strategist. I believe in the transforming power of the Internet for people, corporations and society. Want to Improve Your communications projects? Contact me!
Enthusiast Communications: journalist, online editor, Strategies of contenido y redes sociales. I believe in the transformative power of the Internet for those people, las empresas y Sociedad. Quieres you improve you communication Project? Contact Me!
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