On the cell phone, on the street or even in the middle of the movies we watch or the music we listen to, the advertising is present.
We have become so accustomed to ads appearing everywhere and in the most varied formats that our gaze directly omits them.
Of all the amount of advertisements we receive, very few capture our attention.. And in general, those that do stand out aesthetically, creatively, or for having content that generates identification (or rejection).
Advertising, therefore, talks about what a society is like at a given moment.because the brands, to generate empathy in their consumers, they try more and more to echo the culture that is breathed in the air.
Very recently, I came across the advertisement that I share below. It is a commercial that is old for us, although it is not so old.
It’s from a major brand of men’s deodorants and, as you can imagine, it’s extremely macho.
It shows a young man who wakes up after a night out to find the house in disarray and a woman sleeping in his bed. So, he calls a kind of “secret agent” who, as if he were a detective, is dedicated to erasing the “traces” so that when his girlfriend arrives, he doesn’t notice anything.
Meanwhile, he gives her cheating tips and even puts the girl in a taxi, naked and wrapped in a sheet.
Check out the ad here:
Today, that advertisement alarms us but also tells us about how things have changed in such a short time.
Behaviors and ideas like these we took as natural or even made us laugh. Today, we would not allow it because it lowers women to an extreme level.
The struggle that women are waging to claim their rights is the reason for this.
However, many of these behaviors and ideas are still present, and they tell us that the fight is still going on, even in what seems more “normal” and “everyday” to us.
Advertising is one more expression of what we are and what we want to be, because the market, above all, sells desires.