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The question “how many Srpčićs will you give birth to me”, which one of the heroes of the popular series “South Wind” asks his girlfriend, has already received the status of a cult replica among the younger population. Counting on his recognizability and popularity, the leaders of a local bank made an announcement on their Facebook page in which actor Miodrag Radonjić asks his girlfriend from the show of the same name that question, and when she shows him three fingers, Alluding to the number of children he plans to have, he responds: “So we need both a house and a cash loan.”
However, it quickly turned out that the bankers got the count wrong because they didn’t count on the noise and anger of the female part of the public, who flooded this page with angry comments that they are not “birthing machines.” the little Serbs. In addition to women, representatives of national minorities also protested violently and, among other things, asked the bank’s leaders: “Only Serbs have the right to obtain loans?”
When they realized that the devil had made a joke and provoked the anger of Facebook followers, the bankers withdrew the controversial ad and apologized and explained that this bank “deeply respects the national, religious and linguistic diversity of our country, respecting and nurturing human beings and minority rights. ” They also pointed out that the bank supports cinematography in the long term, which is why it decided to be one of the sponsors of the series “Viento del Sur”, and concluded that they removed the publication from their profile because they accept comments that it is offensive to all the national minorities of our country.
This is the latest in a series of ads in which the fairer sex is portrayed in a derogatory way; If we analyze the numerous advertisements that abound in the Serbian marketing universe, we could conclude that our country is mostly inhabited by desperate housewives who are obsessed with cleanliness, EC cups, the quality of sanitary napkins and the smell of toilet paper. softeners, which are pathologically jealous of all housewives who have cleaner tiles in the bathroom.
If our ads are to be believed, women’s self-confidence is directly proportional to the white T-shirts and gleaming tiles in the kitchen and bathroom. With the exception of “Mr. Proper,” who takes over from housewives in housekeeping, male characters in commercials mostly drink beer and complete the sports forecast.
A few years ago, a real storm was raised in public by a billboard with an almost naked dancer tied to a rope, with the accompanying message “adaptable to any surface”, advertising tires, and the anger of the female audience was drawn by a ad. for the low-calorie pate promoted under the slogan: “Me, soccer and women. What is the surplus? That is, the creators of this pate estimated that there is a surplus of women in this combination, so they decided to cross it out.
Only when the reader of “Politika” sent a letter to the column “Between us”, in which she valued that our society does not have the slightest respect for women and pointed out that she is “ashamed of all those girls, girls and women” . who will go through this billboard? “Reacted the then deputy protector of citizens Tamara Lukšić Orlandić. She contacted the marketing department of this company, after which the disputed advertisement was removed from the billboard.
Equality Commissioner Brankica Jankovic believes that this is not the first, but the last in a series of ads with offensive content, and notes that it is important that the bank immediately apologize and remove the disputed ad, before it reacts the legal service of the commissioner.
“I must remember once again that such ‘creativity’ is inadmissible and prohibited by law. Here, women are portrayed in a stereotypical way and advertisements also insult the dignity of national minorities. It was not uncommon for the institution of the Commissioner for Equality will react to the ads: I will remind you of a billboard with a girl and the slogan “ready to give birth” for a type of seed in agriculture, a media campaign for bottled water where there is a bottle between the breasts of women, or a naked dancer in a rope position as an illustration of quality car tires … Not to mention. For all these examples, two years ago, the Office of the Commissioner for the Protection of Equality sent a recommendation to all marketing agencies in the country to take care of the content they place.Although advertising is a form of freedom of expression through a design solution, that freedom should not be an excuse for no discrimination, disparagement or support for generalized stereotypes ”, our interlocutor emphasizes and expresses satisfaction because more and more socially responsible agencies respect the commissioner’s recommendation and work to promote equality through advertisements.
Remember that in European countries, various recommendations and documents prohibit advertisements that have overt or hidden stereotypes or derogatory content, they say that a woman does not know how to park or that a man does not know how to turn on a washing machine. In the process of European integration, Serbia, as a candidate country for accession to the EU, must follow European regulations, and it does, concludes our interlocutor.
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