Italians Say No To Sexist Advertising
May 30, 2011 No Comments
Advertising executives are challenging sleazy, sexist marketing techniques that have long been the norm in Italy.
A campaign was launched earlier this year by the Italian Art Directors Club (ADCI) which calls on advertisers to stop appealing to the lowest common denominator in society, and experiment with more innovative types of promotion.
More than 200 industry backers have pledged to “change their means of communication so as to avoid reinforcing negative stereotypes.”
How refreshing?!
ADCI president Massimo Guastini explains the Italian advertising business is one of the most sexist in the world (however, I predict these examples could just as easily be spotted in New York, London or Sydney as in Rome or Milan).
“We just go endlessly for the pretty, big-bosomed girls,” he wrote.
Many Italian women will welcome the development, a small step to curbing the visible misogyny in the nation’s culture.
In February a million women, and a fair few men, took to the streets of 230 Italian cities to call for the resignation of Silvio Berlusconi, proclaiming his leadership was an example of the acceptance of sexism and inequality within their society.
It seems their voices have been heard and perhaps a significant change is slowly brewing.
Contact the author here: brianna@morningquickie.com
