As seen in the inflight magazine of a Thai airline …
With this sort of attitude, I’m surprised they don’t offer kitchen appliances amongst the perfumes section given that’s what they obviously think women are all about.
Yes I’m being harsh – and sadly there is still alot of ‘traditional gender role’ attitudes in Asia – but I am sick to death of brands/companies falling into mass cliché territory to separate their male/female customer base.
A while back I was asked by a magazine what I thought about female skewed advertising [ie: products that are ‘unisex’ but in communication are being targeted towards female customers] and I said I was appalled how many brands talk to women in superficial terms like “This computer is made for you because it now comes in pink” – and you know what, a load of agencies gave me shit for that.
OK … so there’s some women out there who don’t care what they buy/use as long as it matches their fucking nail polish [like there’s men out there who don’t care as long as it has tits in the ad] but to treat the masses in such a way is incredibly insulting – not to mention ignorant.
What’s even worse is this mass prejudice communication has the potential to start influencing how women act – educating them that the only things that are important are material possessions, pretty colours and selflessly working for your family.
Of course there’s nothing wrong with that – but the potential loss of identify, passion and opinion is enough to set the female gender back 100 years – or in Asia’s case – 30!
For Huh’s benefit, I should point out I am generalising … I know there are a lot of very independent, smart, beautiful women throughout Asia – however it cannot be denied ‘gender roles/expectations’ are alive and well in the region and this is leading to all sorts of inner and outer conflict/turmoil as women battle to find their own identity whilst staying true to the fundamental Asian value system.
Where are the brands that treat women [and men for that matter] with respect and honour?-
The ones that don’t fall into clichéd anti-men/anti-women territory, but communicate in interesting, relevant and engaging terms?
Sure there are some brands that do that – but to me, there seems a whole lot more who trade in the evil that is lowest common denominator thinking.
Whose to blame?
Well lots of people to be honest.
From the Governments who don’t take on the issue with any great gusto … to the media who present this way of living/thinking as ‘normal’ … to the clients and agencies who continue to force this rubbish down our throats … to the consumers who [too often] blindly accept it … to the research companies who happily ‘validate’ it all because they are seemingly becoming more concerned with keeping their clients happy [to maintain their contracts] than doing what is right and looking deeper – however as I’m going into areas that are better saved for another day, I’ll leave it there – besides my dinner should be on the table and I won’t want it to get cold! 🙂