The worst ads in Slovakia! Sexism everywhere you look: VIDEO Winery and tourist service shot the most – Topky.sk

In the combined fifth biennial, advertisements have been nominated from the end of 2019 to the present. A total of 3,846 people took part in the voting, handing out 66,977 displayists (in the previous year, 1,677 people voted and awarded 20,491 distributions).

“This year’s anti-prizes were won by sponsors in the field of alcohol sales. In their communication, they relied on the use of women’s sexualization or narratives associated with intoxication of women to allow them, which can lead to sexual violence. , ” introduced Jitka Dvořáková, co-organizer of the anti-prize Sexistický kix.

The advertisement from TokajTravel.sk received the most votes

34.7% of people involved in the anti-price vote voted against the visitor’s visual TokajTravel.sk. The ad for the tourist region shows a naked woman in a sexualized position. With this choice, the public sent a signal that it did not agree with the use of the female body in advertising unrelated to the product offered.

“The visual attacks the lowest instincts and very primitively communicates a motif that could be tempting in itself. In this way, however, it discourages rather than attracts. products or services and must resort to such a first-class solution, “ said Róbert Slovák, creative director of the Slovák & Friends agency.

Facilitating violence against women

Experts in the field of marketing and gender equality have agreed to award an anti-prize to the Durgala & Budinský winery, which combines alcohol, sex and the sales of a depicted female person.

“The dominant bottle of wine, together with the text oi, indicates the normalization of sexual violence. “ emphasized anti-price jury and family expert Paula Jójárt.

Advertising using this narrative is also dangerous given the results of the IKEA survey, according to which up to 53% of people in Slovakia are of the opinion that if a woman consumes alcohol, she is co-responsible for the violence perpetrated against her by the perpetrator.

“It is incomprehensible that even after the metoo campaign, entrepreneurs do not understand that marketing based on abusing women, facilitating rape and sexism is not only socially unsustainable but also counterproductive. they overtake marketing and do not make fun of them, “ said Oľga Pietruchová, ancestral expert and jury member of the anti-prize.

Nominations were evaluated by an expert jury composed of: Jana Cviková from the feminist organization ASPEKT, member of the board of the Slovak-Czech Women’s Fund Paula Jójárt, director of the Women’s Alliance – The Way Back Katarína Farkašová, sociologist and member of the Arbitration Commission of the Advertising Council Oľga Gyárfášová, Petra Havlíková from the Czech organization NESEHNUTÍ, executive director of the Advertising Council Eva Tiko Rajčáková, expert in the field of gender equality and human rights Oľga Pietruchová, founder of the branding and marketing company Inspirations Minar Pavol Minár, film critic and editor-in-chief of the Kinema.sk portal Peter Konečný, creative director of Slovák & Friends Róbert Slovák and creative, strategic director and co-owner of the agency TRIAD Martin Woska.

Lidl brought a positive example of advertising this year

The initiative again decided to award an award called Kumšt without sexism to the client who created a non-stereotypical advertisement. There was a lot to choose from this year, the company Lidl Slovenská republika became the bearer of Kumšt without sexism.

“We appreciate the way in which the recruitment campaign is developed, which not only communicates that the company adheres to the legally enshrined principle of equal pay, but also points out the illusory ‘nature’ or ‘normality’ of the gender pay gap through creative and sophisticated design.” introduced Jitka Dvořáková, co-organizer of the anti-prize Sexistický kix.

Source: sexistickykix.sk

“We are pleased to win this award and encourage it in other similar campaigns. However, we would be happy if such an award were not necessary at all in Slovakia – sexism and any disadvantage simply do not belong to the 21st century.” Zuzana Baloghová, Head of HR Processes and Diversity Manager at Lidl Slovak Republic, responded.