Wednesday, July 20, 2011

Prejudice in the media

(This is an edited post)

It's amazing how we live in a world where people all around the world of different generations, classes, races and cultures can connect with each other at any time of the day anywhere in the world, but still advertisers use (Enforce or create) heavily misconstrued stereotypes to push advertising. It's insane.
It's one thing to reflect what the society around you projects to eachother and it's another to reinforce it. To be fair, I am very guilty of making stereotypical based jokes , though I don't mean to cause offence, doesn't make it ok. Advertisers and their clients have a bigger responsibility to do the same, stop reinforcing negative / misconstrued stereotypes in your advertising and maybe, just maybe, your consumers will trust you more.

I had seen this post on Facebook:
"Urgent!!Cast required for an upcoming tvc:
Main Cast breakdown – 11 (main camera time)
1. Emirati family (all dressed in traditional local custom)
• Father 34-38
• Mother 24-29
• Son 8-10
• Son 6-8
• Daughter 4-6
1. Egyptian family (all dressed in traditional local custom)
• Father 35-40
• Mother 30-35
• Son 8-10"
I was really curious to see what they thought an Emirati, or an Egyptian family should "look" like.
  1. First of all, apparently these two cultures have very traditional backgrounds.
  2. What does a traditional Egyptian family wear-  who decides that? There are tons of variations in clothing depending on which part of Egypt they're from and their education level…etc
  3. Also, they're assuming that Emiratis marry women TEN YEARS YOUNGER THAN THEM.
  4. If you look at the age ranges of the "oldest" son and the "youngest" the mother could be… SHE'D BE 14 YEARS OLD WHEN SHE GAVE BIRTH TO HER FIRST CHILD. And obviously they HAVE to have two boys and one daughter, and have their first born be a son, for the family to be a successful one. BLEH
  5. And Egyptian women and men apparently like to marry within 5 years of their age ranges.
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