The advertising campaign “It’s easy to be a man” of Cerveceria Cuauhtemoc Moctezuma S.A. de C.V., Tecate®, is a striking example of the objectification of women in the media for male consumption.
By Olabuenaga agency, this advertising campaign aims to “pay tribute to the male gender for their ability to resolve conflicts of everyday life in a simple way.”
Actually this campaign presents stereotypes of both genders. Women are reduced to objects of male consumption, and men appear as superior beings, whose primitive impulses demonstrate their ingenuity.
Mexico has ratified international treaties (Convention on the Elimination of All Forms of Discrimination Against Women) and consequently must adhere to international standards of behavior and respect for women.
Activists and feminists are fighting (including Change.org petition) to have the campaign “It’s easy to be a man” from public spaces around the country, because it undermines the democratic values of equity.
Women are not a snack buffet, but a half of Mexico and the world.
What is your opinion on this advertising campaign? Leave your comments!
Jorge Chavez is Senior Editor at Mijo! Brands in Mexico.
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