Author Archives: apierpaoli


Ads and Mother’s Day

We want to comment an ad for mattress. We didn’t realize which the product was, in spite of a tag line saying: “We live as we dream” We didn’t know the brand ,and we thought it was an apparel ad, as it mentioned stores in different locations. The reason of our confusion was the headline: “I’m a mother, I’m a women” But what shocked us was the female model, looking at the camera aggressively, and how she was dressed: a short and low-cut dress, the stiletto shoes and in a defying attitude. Again a women [...]
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"This message is for you, Creative Men"

This is exactly the tool most often used in ads aimed at women in Argentina. "This is for you girls"; "Woman’s Wednesday: 20% off"; "Women's Day"; and women, women and girls, girls, to boredom. Also, constant use of flowers, curved lines, Italic typography, and everything in a pink color. What would you say if every time I write about creativity or creative people, I include a light bulb symbolizing the creative idea? Wouldn’t it be boring? Wouldn’t this be an absence of creativity? Well, that's what [...]
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Advertising does not understand women: a few statistics

This article analyzes a report done in Argentina by the University of Quilmes and the National Women Council about TV commercials run by broadcast TV channel in Buenos Aires on last May. The purpose of the report was to monitor and analyze “symbolic violence” against women in advertising. Regarding the report, our main conclusions are: Discrimination against women is the norm in advertising in Buenos Aires. According to three indicators, advertising discriminates women in 9 out of 10 situations. Regarding [...]
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Mujeres, medios y la falta de perspectiva de género

Recientemente un importante medio periodístico líder mejoró una publicación suya que se dirige a las mujeres. Y la anunció con mucho ruido publicitario, destacando que tendría más páginas, más información, etc. Quizás lo más importante fuera que, según expresaba, quería reflejar la multidimensionalidad de las mujeres, teniendo en cuenta el mundo de las mujeres reales. Lo interesante es que haciendo un análisis de las notas del primer ejemplar con las mejoras, se comprueba que sobre un total de 19 notas; [...]
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Photoshop, lies and abuses (Abstract)

Advertising production has a male gaze. The advertising world has it too: art directors, illustrators, “retouchers” ; photographers and the film industry, all are dominated by this gaze. Women are reduced to objects. And women working inside the industry respond to the same patterns. The photoshop produce distortions; lies and abuses. It reduces models’ bodies to unreal  sizes, weakening legs, waist, hips, arms, etc. offering unreal "models". Real women do not like it. They would like to see real models [...]
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Banks, women and seduction?

The post summarizes the marketing efforts that some Argentine banks are doing, addressed to women. (Those efforts are targeted to credit and debit card consumptions exclusively) But, at the same time, the article tries to point out the gender issues not considered by these banks. Although women consumers accept the different offers, their overall satisfaction with banks and insurance companies is very poor. Banks are still not talking and not offering to women saving and investment products and, if [...]
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The international women´s day: all year long

Internationally, on March the 8th. we celebrate the International Women's Day. In Latin America, instead,  we talk about "the woman"  as if there is only one way of being a woman. And we celebrate also March as "the woman month" with promotions and offers addressed to her. But in fact, in the rest of the world, it is "Women's day", because there are different ways of being a woman. But what happens the rest of the year? Women become invisible and it seems that the rest of the year belongs to men. And [...]
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Why women are invisible

Women are not listened or taken into account by advertising because there is a masculine and biased thought about them. A recent Argentine TV commercial is a good example. The commercial presents working and motherhood as contradictories. But men do not think that the same happens to fatherhood. Still many men think in this way. Modern women in reality want to be working mothers and many mentioned that to be a full time mother is a bad work.
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El marketing se reinventa por la mujer

Ellas deciden el 80% de las compras; el 30% de las del segmento ABC1 elige sola qué auto adquirir Por Alfredo Sainz  | LA NACION De la mano de nuevos conceptos como womenomics -una corriente de pensamiento que combina mujer y economía para referirse a las oportunidades de negocios que surgen para las empresas cuando trabajan con un mejor equilibrio de género-, los ejecutivos argentinos están redefiniendo sus estrategias de marketing para captar una porción mayor de clientes entre el público femenino. [...]
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