“What kind of society the map?”, the University of tübingen’s mayor Boris Palmer asked, as he saw the advertising of the Deutsche Bahn. There imaged: the human skin of a different color, with a background of migration. Some German celebrities. Palmer earned a Shitstorm. Deutsche Bahn defended their choice of pictures, to see the positive and representative figures of identification.
Unfortunately, I have to say that the German train brave. Braver than many companies here in Germany: advertising in Switzerland is largely white and heterosexual.
Quickly, the Argument of the majority is. The majority is not dark-skinned, or with a migrant background or with the rainbow family. Advertising is intended to reflect the reality, as dictated by the so-called Mainstream. White, thin, “beautiful”, hetero. Everything else can polarize. The knowledge of clients of advertising agencies. Not all companies in Switzerland could afford a Boycott by consumers or the Scare of target groups, said Caspar Heuss, Executive Creative Director of Wirz, the PR Agency of the year 2018, in an article about diversity in advertising. It may also work well depending on the campaign, chumming, to rely on variety.
9 of 10 convinced that the younger generations expect more diversity in advertising.
want to? It goes to 2500 marketing experts, in a global survey, 9 of 10 convinced that the younger generations expect more diversity in advertising. And that more diverse advertising can have a positive impact on our society.
Because advertising can more than stereo types, namely, the realities in which we live as a society, we come necessarily into contact, and which represent us as a Whole. Maybe more companies will jump on the train of the Deutsche Bahn and the courage to take diversity on billboards and in commercials. Of advertising, the power to variety an arch, and feel at least I’m not at all addressed.
(editing Tamedia)
Created: 25.04.2019, 22:00 PM