A convite do jornalista Marcello Queiroz, que comanda o Ideias Pan, na Rádio Jovem Pan, falei dos estereótipos para representar as mulheres na publicidade. Esta é a minha fala:
No rádio somos representadas por uma voz estridente, lembrando seus maridos de fazer coisas chatas, o punch line é masculino e deixa sempre aquele gostinho que a mulher realmente não é o cérebro da família.
De outras vezes, somos gatinhas, mansinhas e infantilizadas, principalmente quando vendemos coisas para nossas crianças, de remédios a matrículas de escola. Nos produtões de alto valor da TV, somos sempre lindas e deslumbrantes e indubitavelmente copilotos. Pois é, estamos entrando na 3ª década do século 21 e ainda não sabemos dirigir, hahaha.
E depois de todos os pitos que as cervejas levaram de suas consumidoras mulheres, ficou provado este ano, que propaganda politicamente correta de cerveja não é mesmo o forte das grandes marcas. Não, não é a minha opinião. Segundo a pesquisa da agência Heads do ano passado, menos de 20% dos comerciais contribuem para a equidade de gênero no País.
Deixei o mercado publicitário há 10 anos. Não via cabeças pensantes sobre a neutralidade de gêneros no tratamento da comunicação na época. Não vejo hoje. Nem nas agências, nem nos clientes. E não nos esqueçamos, que são as agências que criam, mas são os clientes que aprovam esse slogan impensável: “esqueci o não em casa”.
Campanha da Skol retirada do ar pelo CONAR após criticas nas redes sociais por uma suposta alusão ao estupro.
O que quero dizer é que somos todos nós responsáveis pelo estado das coisas. Homens e Mulheres. E seremos nós, cada um honestamente observando e reconhecendo suas crenças, suas ações, que iremos mudar o mundo. Não é o outro. Somos nós.
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