Women object (part 1)

Lately something bubbling in advertising. It is not clear yet whether companies (and agencies) to have reached the limit with some pictures of the female body, or whether it is a slow popular uprising triggered by a principle of exasperation. As part of a larger project to their equalization of genders, Emma Bonino and the Committee on Equal or disputes will enliven the Senate on January 19 the conference women's issues, concerned Italy.


At the center, in addition to the proposal to establish an authority to supervise the ad hoc on gender equality, the very issue advertising (some companies have already signed their manifesto for a responsible use of the female). In front of the guests of the conference (including Bonino, Emma Marcegaglia, Susanna and Anna Finocchiaro Camusso) will be screened in fact some video advertisement for the project signed by the production company not to ask the question (the video will then be visible on their site weekly).

Inspired by commercials or billboards at the center of the female body, each video series explains via voice-over, so ironic and light, device or stereotypes (more or less obvious) underlying a specific complaint. Among the spots analyzed include not only those aimed at a male audience with products like software or cars, but also some that sell women's accessories such as tennis shoes.

Just to be on "equal", in other words, those mechanisms, and sometimes a bit out of place 'grotesque body parts that use women to attract attention does not seem to serve only to ensnare the male target. "For me, responsible advertising does not use - says Bonino - women's bodies more or less stripped even to advertise the cafe.

I'm not a prohibitionist nor a wig, but there is a cultural representation of women in the world, offering a stereotypical showgirls or angels of the hearth. In between is an extraordinary variety of talent and commitment to women. " In the first line together with Emma Bonino was also in recent months, the minister Mara Carfagna.

Before he got through the IAP (Institute of Advertising Self-Regulation) suspension of a campaign of a company Sicilian producer of photovoltaic panels (a naked woman crouching on the manifest was combined with the slogan of the panels' Climb at no cost) and, recently, reported the institute commissioned by the Consortium calendar Genuine Italian Vegetable-Tanned with Oliviero Toscani in which they appear pubi twelve women.

Courbet as a modern Tuscan struggling with a personal Source du Monde? Certainly did not mince words to challenge the 'order for withdrawal of spreading the message "issued by the slums, that it would be harmed the dignity of the person as the woman would turn to the product tanned leather.

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