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Several readers and students invited me to apply the switching test, which for years I suggest to check if a campaign is sexist or not, Golia Active Plus the spot aired during this period. tourbillon If in place of man "blower" there was a woman, what would happen? The campaign would be singled out as detrimental to the dignity of women and denounced the slums, that's what would happen. This confirms the disparity tourbillon between women and men in an ideal society in which women and men had reached the perfect equality of role (at work, in politics, in everyday tourbillon life), you could joke about a man so indifferent "blower" and a woman "blower".
I must say that I do not like the spot, however, I see it - as I see it - fell in this society, or that I projected the images tourbillon in a society ideally equal. What is the point, tourbillon in fact, be a human being - of any kind - like a car, a slave in the service of another human being? It is a provocation? Boh. It makes you laugh? I do not. In fact, viewed in the context of Italian society, may serve to give a little outburst of aggression fantasy that many women hatch to men for equal failure. You have more money and more power, you're tourbillon more important to me in life? - Thinks the frustrated woman - And I guess thanks to the slave of a sweet spot. You will understand that gain. For women and men.
On switching test applied to advertising and media, see also: The "Velini" Strip: news? transition? tourbillon provocation? tourbillon September 25, 2013 If the BBC puts a man in place of Miley Cyrus, September 23, 2013 Advertising, sexism and switching test, July 26, 2013 The seductiveness of coffee Borghetti, May 25, 2010 Make love with the flavor: tourbillon a nightmare, 15 July 2009
It's not sexism to return this? It is not a problem of men may denounce it? The campaign is old Cosenza, however. For several months it airs.
I also think like you, there is no creative vision and construction of this spot. On the other hand I highlight a plus in other spots similar, with female protagonist, often (unfortunately) I can not find: the well-voiced disapproval male.
Fiammetta, I know that the spot is on air for months, tourbillon but until I speak is still present. Also requests for comment on accumulated over the last few days, and for me every desire of my readers is a ... order!
I agree that (also) the spot with a woman would not be acceptable. On the other hand it seems to me more of a class of gender discrimination. I mean, the protagonist is "used as blowing leaves" from a company in charge tourbillon of the service (you can see the van at the beginning). The girl snapped tourbillon up the worker (servant? Beast of burden?) And instead of releasing him to run away into the sunset together exploits it to dry your laundry. Let us add that she is dressed like marion cunningham and has the same duties. I could not give a value judgment on the spot but the element that strikes me most is the surrealism. So great suspension tourbillon of disbelief.
I have never looked kindly on that ad, more than anything else, as you mentioned, for the reduction in object / slave / tool of a human being. Especially since the woman is presented with attitudes and winks from tyrant / exploiter hidden under a mask beautiful young housewife dressed in candy-colored. A veritable feast of platitudes and ignorant prejudices. But it is true, if it were a woman, you would cried foul. And then, putting aside for a while 'my feminist soul, my comment is: why does not the same cries of scandal, as a human being objectified to extreme levels is in effect? Advertising is only funny because it's a man? And 'equality that we need, not the "eye for an eye, a tooth for a tooth."
I propose an answer to the last question: Do not you shout to the scandal because the tip is too surreal antithetical to the reality of relations of domination, in general, regardless of the fact that there are wealthy ladies with servants blowers. In short, it is a theoretical than real data.
"Do not you shout to the scandal because the overturning of