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Women in advertising: dressed and valued - rather than newspapers and TV

The perception of "advertising" full of half-naked women to advertise products is the result of an error of perception: with the exception of women's magazines, if you take a magazine and there are no female advertising pages with these half-naked women are few and most are in usually made by photographers without advertising agency or by agencies of the second floor.


For example, I got GQ Italy, February 2011, a magazine that always contains a number of erotic pictures.
The advertisements are 47. Of these, the majority (42 out of 47) does not contain even a female figure .


repeat: GQ Italy, a magazine for young lovers women, 42 of 47 ads contain not even a female figure.

Those containing female figures are:

• Gucci , with two models and a model, dressed from head to feet but vaguely suggestive.
• Diesel: three boys, two of which with his shirt open and two girls, one with a vest open.
• BMW : two men (a cyclist and a golfer) and a girl, fully dressed as a runner.
• Roy Rogers : a boy and a girl. The girl has a short jacket that reveals her navel.
• Yamamay (which sells underwear) : a boy and a girl in panties panties and bra.

or 5 cases out of 47 ads, which for most represented or the product itself or the product in some way tied to one or more men (in a few cases, shirtless. Men) .


The only nude photos in that issue of GQ is on the editorial content.


(who wants to deny them, is asked to get that number of GQ and redo the math. And then also similar accounts for Panorama, L'Espresso, Vanity Fair, and so on. And then count minutes of advertising on TV naked in proportion to the minute with dancers in underwear and valleys in microskirts).


In fact, the publication should be regarded with much respect, for these reasons:

1. agencies, women are often the majority, and often have leadership roles ( many agencies have more women employees than men: I once spent a year working in an agency that had at least 12 women versus 3 men, including myself, and the agency's director was a woman, in all cases the percentage of women who work in advertising is very high).
2. advertising campaigns with the classical naked woman often are made by companies that are directed towards a photographer , which is often an excellent photographer but, with rare exceptions, usually does not have expertise or marketing or communication (eg, three years ago m'è ever had to do with a photographer who, almost totally inexperienced web, being a friend of the owner of the client wanted to have his say on the texts of the site that I had written. As I, who have limited skills in photography, I would venture to guide the hand of a photographer while framing the subject in a way that photographer corrected my lyrics word for word, I politely interrupted the work and cooperation, the site went online with un anno di ritardo).
3. Molte campagne stampa e di affissioni con donne nude o seminude sono per prodotti di abbigliamento e moda , e sono realizzate da fotografi e non da pubblicitari (vedi punto 2). (Altra testimonianza personale: quindici anni fa ebbi occasione di lavorare con un importante nome della moda italiana, un grande creatore di stile. In fatto di marketing non capiva letteralmente niente e inoltre cambiava diametralmente orientamento da una riunione all'altra. Anche in quel caso interruppi la collaborazione.)
4. Il nudo e semi-nudo femminile viene usato con una certa frequenza, è vero, per cosmetici, abbigliamento intimo e costumi da bagno, ma si tratta di prodotti per donne acquistati da donne . Se si guardano analoghi prodotti maschili si possono notare analoghi trattamenti del corpo maschile, ma per esigenze di rappresentazione del prodotto (esempio, nello spot Proraso si intravedono nudi maschili).
5. L'80% degli acquisti sono decisi dalle donne. Sarebbe autolesionista proporre immagini femminili offensive. E infatti quelle immagini in genere NON sono prodotte da pubblicitari professionisti ma da dilettanti (vedi punti 1, 2 e 3) oppure da eccellenti professionisti nel loro campo (ad esempio i fotografi) ma che non sempre hanno anche le competenze di comunicazione.
6. All advertising (except the amateurs) know that if you want to talk to women representing women, and if you want to talk to men represent men. A naked woman to a shaving foam or pneumatic hammer is typically a technical error (which in fact is often done by amateurs), as well as a naked man underwear for women is a mistake as stupid.

Finally: freedom of the press is funded by two actors: the readers and advertising . Both fundamental .

Many of today's Italian political problems come from the fact that all the major Italian political parties in the last forty years did not understand the vital importance of advertising is as an economic resource is as the foundation of freedom of speech (if its management is not a monopoly) .

is advertising that pays most of the salaries of lla most publishers of printed media and television (those who do not live in providence public). And advertising is the indispensable support of press freedom.

Here comments on the same subject Massimo Guastini , President of ' ADCI Italian Art Directors Club, Diaferia Pasquale, advertising and journalist the Ted blog disbanded.

Design A Drivers Licence For Free

Women in advertising: dressed and valued - rather than newspapers and TV

The perception of "advertising" full of half-naked women to advertise products is the result of an error of perception: with the exception of women's magazines, if you take a magazine and there are no female advertising pages with these half-naked women are few and most are in usually made by photographers without advertising agency or by agencies of the second floor.


For example, I got GQ Italy, February 2011, a magazine that always contains a number of erotic pictures.
The advertisements are 47. Of these, the majority (42 out of 47) does not contain even a female figure .


repeat: GQ Italy, a magazine for young lovers women, 42 of 47 ads contain not even a female figure.

Those containing female figures are:

• Gucci , with two models and a model, dressed from head to feet but vaguely suggestive.
• Diesel: three boys, two of which with his shirt open and two girls, one with a vest open.
• BMW : two men (a cyclist and a golfer) and a girl, fully dressed as a runner.
• Roy Rogers : a boy and a girl. The girl has a short jacket that reveals her navel.
• Yamamay (which sells underwear) : a boy and a girl in panties panties and bra.

or 5 cases out of 47 ads, which for most represented or the product itself or the product in some way tied to one or more men (in a few cases, shirtless. Men) .


The only nude photos in that issue of GQ is on the editorial content.


(who wants to deny them, is asked to get that number of GQ and redo the math. And then also similar accounts for Panorama, L'Espresso, Vanity Fair, and so on. And then count minutes of advertising on TV naked in proportion to the minute with dancers in underwear and valleys in microskirts).


In fact, the publication should be regarded with much respect, for these reasons:

1. agencies, women are often the majority, and often have leadership roles ( many agencies have more women employees than men: I once spent a year working in an agency that had at least 12 women versus 3 men, including myself, and the agency's director was a woman, in all cases the percentage of women who work in advertising is very high).
2. advertising campaigns with the classical naked woman often are made by companies that are directed towards a photographer , which is often an excellent photographer but, with rare exceptions, usually does not have expertise or marketing or communication (eg, three years ago m'è ever had to do with a photographer who, almost totally inexperienced web, being a friend of the owner of the client wanted to have his say on the texts of the site that I had written. As I, who have limited skills in photography, I would venture to guide the hand of a photographer while framing the subject in a way that photographer corrected my lyrics word for word, I politely interrupted the work and cooperation, the site went online with un anno di ritardo).
3. Molte campagne stampa e di affissioni con donne nude o seminude sono per prodotti di abbigliamento e moda , e sono realizzate da fotografi e non da pubblicitari (vedi punto 2). (Altra testimonianza personale: quindici anni fa ebbi occasione di lavorare con un importante nome della moda italiana, un grande creatore di stile. In fatto di marketing non capiva letteralmente niente e inoltre cambiava diametralmente orientamento da una riunione all'altra. Anche in quel caso interruppi la collaborazione.)
4. Il nudo e semi-nudo femminile viene usato con una certa frequenza, è vero, per cosmetici, abbigliamento intimo e costumi da bagno, ma si tratta di prodotti per donne acquistati da donne . Se si guardano analoghi prodotti maschili si possono notare analoghi trattamenti del corpo maschile, ma per esigenze di rappresentazione del prodotto (esempio, nello spot Proraso si intravedono nudi maschili).
5. L'80% degli acquisti sono decisi dalle donne. Sarebbe autolesionista proporre immagini femminili offensive. E infatti quelle immagini in genere NON sono prodotte da pubblicitari professionisti ma da dilettanti (vedi punti 1, 2 e 3) oppure da eccellenti professionisti nel loro campo (ad esempio i fotografi) ma che non sempre hanno anche le competenze di comunicazione.
6. All advertising (except the amateurs) know that if you want to talk to women representing women, and if you want to talk to men represent men. A naked woman to a shaving foam or pneumatic hammer is typically a technical error (which in fact is often done by amateurs), as well as a naked man underwear for women is a mistake as stupid.

Finally: freedom of the press is funded by two actors: the readers and advertising . Both fundamental .

Many of today's Italian political problems come from the fact that all the major Italian political parties in the last forty years did not understand the vital importance of advertising is as an economic resource is as the foundation of freedom of speech (if its management is not a monopoly) .

is advertising that pays most of the salaries of lla most publishers of printed media and television (those who do not live in providence public). And advertising is the indispensable support of press freedom.

Here comments on the same subject Massimo Guastini , President of ' ADCI Italian Art Directors Club, Diaferia Pasquale, advertising and journalist the Ted blog disbanded.