This is the new campaing of Madison Avenue. A company which offer high-end kitchenware in Australia.
The ad image show us their product acccompained by a headline which say: «A woman’s best friend».
This thought is against specific woman section on LGPu which refers about stereotyped woman image.
In my opinion, it’s a ilicit case because they present a stereotyped woman image around their cuality in the kitchen. So it’s a case of discriminatory advertising because they devalue women by implying that cooking is their most important role in society.
9 comments
Sheila Puig says:
Ene 19, 2014
In my opinion, it’s a case Ilicit Because They present a stereotyped woman image.
Women are always attributed the role of housewife and cooking. There are more cases that make the role of women not progress in the society. I believe we are in the 21st century so this ad should not even exist.
analp says:
Ene 22, 2014
I am agree with you. I think that it is a clear case of not-allowed advertising due to its discriminates against women. Through the use of stereotypes and roles, it positions women in the role of housewife, in that case as a cooker. That role makes devalue of the women through the use of discriminatory advertising, that try to mean that the most important job/ work of the woman is the kitchen.
Jorge Risco says:
Ene 22, 2014
This ad is completely unfair and illegal because the brand is not defending the equiality between women and men. There is no point to think that this ad could be fair as the ad is showing the role of the woman has had decades ago and with this ad that role is promoted. In conclusion, the picture showed in this ad is associated with stereotyped behaviours.
Luis Gil Navarro says:
Ene 22, 2014
The ad has to turn to an stereotyped message that places women’s image in its traditional old-fashioned role of housewifes, showing how a couple of kitchenware could be their best friends, which leads to a devaluation of the female gender. We are in front of an obvious discriminatory advertising case.
Taking all of this into account, I consider the ad is illicit.
Lorena Jorcano says:
Ene 23, 2014
I’m agree with you. An afirmation like «A woman’s best friend» it’s the kind of sentence that promotes the woman’s stereotype who lives in her kitchen just to please her familly. That reflexion is what makes me think that we are in front of a clear case of discriminatory advertising, and therefore illicit if this ad had been made for Spain.
Isabel Oriol says:
Ene 23, 2014
This advertisement is illicit because relies on negative stereotype for women. Says that kitchen products are woman’s best friends. It recreates about the stereotype that women have to be homemakers. So it is discriminating women’s collective.
alu.07271 says:
Ene 24, 2014
This would be a clear case of unlawful competition in Spain due to the slogan that the brand chose. «A woman’s best friend», when it comes to cooking supplies, is a sentence filled with stereotypes. A second reading could be that only women cook, that they belong in the kitchen and that that is their main role in society.
Definitely agree with the fact that this is denigratory towards women through these sterotypes.
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Ene 14, 2017
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