{"id":4740,"date":"2015-03-12T13:47:02","date_gmt":"2015-03-12T13:47:02","guid":{"rendered":"http:\/\/test.yolandadominguez.com\/portfolio\/accesibles-y-accesorias\/"},"modified":"2017-07-06T10:12:19","modified_gmt":"2017-07-06T09:12:19","slug":"accesibles-y-accesorias","status":"publish","type":"portfolio","link":"https:\/\/yolandadominguez.com\/en\/portfolio\/accesibles-y-accesorias\/","title":{"rendered":"Accesible and Accessory"},"content":{"rendered":"

[vc_row][vc_column][vc_column_text]Images have a crucial role in the current contemporary society. Advertising stereotypes are systematically repeated without questioning the consequences thereof.<\/p>\n

The latest TV commercial for Multi\u00f3pticas<\/strong> (a well known Spanish brand of glasses) shows a man entering a bar crowded with women in lingerie and a voice suggests \u201cenjoy the amazing feeling of using a new one for the first time, every time you want\u201d https:\/\/www.youtube.com\/watch?v=l5-IHgkmA0Q<\/a> (the link is not available because\u00a0the Autocontrol platform has retired it to consider it degrading, see the resolution below)<\/em>, strengthening through these images stereotyped referents that are often sexist and degrading, such as the \u2018it girl\u2019 or women as a sexual commodity.<\/strong><\/p>\n

In their ad, Multi\u00f3pticas establishes an analogy between an object<\/strong> (glasses) and women,<\/strong> turning the latter into an item and characterizing them as \u201caccessible\u201d and \u201caccessory\u201d. Accessible because they are willing and available; accessory because the man can change \u2018them\u2019 every time he wants.<\/p>\n

With this action we demand Multi\u00f3pticas to withdraw the ad that is currently airing on TV and to appeal to publicists in general for an advertising more committed fair values that do not degrade or discriminate anybody.<\/strong> Consumers have the power through our purchases to support or not this type of messages. We can show that not everything goes.<\/p>\n

For this action I launched a call in my social networks for all women who wanted to participate to show up dressed in the same way as the women in the ad. We met at one of the flagship stores and recreated that image in their own shops.<\/strong> The scene sparked different reactions among the clerks and clients: from those who thought that the girls were sent by Multi\u00f3pticas for selfpromotion to those who insulted them and even called the police.<\/p>\n

This action had a great impact in social networks\u00a0(more than 70.000 likes and\u00a040.000 shares in a few hours)<\/strong>\u00a0and was shared in national and internacional media and blogs about advertisement. After that Autocontrol<\/a> platform ordered its removal\u00a0to consider it degrading.[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_video link=”https:\/\/www.youtube.com\/watch?v=4WnFqk7aXaI” align=”center”][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/4″][vc_single_image image=”4559″ img_size=”full” alignment=”center” onclick=”custom_link” img_link_target=”_blank” link=”https:\/\/www.facebook.com\/dominguezyolanda\/media_set?set=a.10207019973884543.1073741869.1435713787&type=1&pnref=story”][\/vc_column][vc_column width=”1\/4″][vc_single_image image=”4556″ img_size=”full” alignment=”center” onclick=”custom_link” img_link_target=”_blank” link=”http:\/\/www.bbc.com\/mundo\/noticias\/2015\/05\/150507_mujeres_en_ropa_interior_gtg”][\/vc_column][vc_column width=”1\/4″][vc_single_image image=”4557″ img_size=”full” alignment=”center” onclick=”custom_link” img_link_target=”_blank” link=”http:\/\/www.cnbc.com\/id\/102662610″][\/vc_column][vc_column width=”1\/4″][vc_single_image image=”4558″ img_size=”full” alignment=”center” onclick=”custom_link” img_link_target=”_blank” link=”http:\/\/verne.elpais.com\/verne\/2015\/05\/06\/articulo\/1430929515_252262.html”][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row][vc_column][vc_column_text]Images have a crucial role in the current contemporary society. Advertising stereotypes are systematically repeated without questioning the consequences thereof. The latest TV commercial for Multi\u00f3pticas (a well known Spanish brand of glasses) shows a man entering a bar crowded with women in lingerie and a voice suggests \u201cenjoy the amazing feeling of using a…<\/p>\n","protected":false},"author":2,"featured_media":4597,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"portfolio_category":[36],"portfolio_tag":[],"class_list":["post-4740","portfolio","type-portfolio","status-publish","has-post-thumbnail","hentry","portfolio_category-actions"],"acf":[],"_links":{"self":[{"href":"https:\/\/yolandadominguez.com\/en\/wp-json\/wp\/v2\/portfolio\/4740","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/yolandadominguez.com\/en\/wp-json\/wp\/v2\/portfolio"}],"about":[{"href":"https:\/\/yolandadominguez.com\/en\/wp-json\/wp\/v2\/types\/portfolio"}],"author":[{"embeddable":true,"href":"https:\/\/yolandadominguez.com\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/yolandadominguez.com\/en\/wp-json\/wp\/v2\/comments?post=4740"}],"version-history":[{"count":2,"href":"https:\/\/yolandadominguez.com\/en\/wp-json\/wp\/v2\/portfolio\/4740\/revisions"}],"predecessor-version":[{"id":4785,"href":"https:\/\/yolandadominguez.com\/en\/wp-json\/wp\/v2\/portfolio\/4740\/revisions\/4785"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/yolandadominguez.com\/en\/wp-json\/wp\/v2\/media\/4597"}],"wp:attachment":[{"href":"https:\/\/yolandadominguez.com\/en\/wp-json\/wp\/v2\/media?parent=4740"}],"wp:term":[{"taxonomy":"portfolio_category","embeddable":true,"href":"https:\/\/yolandadominguez.com\/en\/wp-json\/wp\/v2\/portfolio_category?post=4740"},{"taxonomy":"portfolio_tag","embeddable":true,"href":"https:\/\/yolandadominguez.com\/en\/wp-json\/wp\/v2\/portfolio_tag?post=4740"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}