Yesterday ZORRA, a Belgian media watcher known for it’s yearly award award for the the most womanfriendly and/or role bending advertisement, opened the ‘Gender & Advertising’ exhibition in Second Life. The exhibition brings together 10 years of advertising conserning gender, stereoptypes and role bending - good example ads, bad example ads, funny ads and controversial ads - of which this one from Mercator Insurances is still my personal favorite.
When asked about why doing this overview in Second Life and not on a webpage, Adalace Jewel said ZORRA prefers SL for the ‘face to face’ discussion, or at least the crazy feeling of social interaction by using an avatar. Because that is exactly what ZORRA is seeking, that after looking at the ad exhibition, avatars sit down at the Gender Square and start to talk about the advertisements they have just seen, especially those who have never had in their first life the chance or the time to reflect on the topic of (in)equality in the representation of men and woman in advertising.
As the exhibition also features a huge sign saying ’stereotypes, consume them with reason’, I wondered how that matched with Miss Jewel’s avatar being one full of stereotypes: a beautiful skin, nice shape and a short coctail dress.
Adalace Jewell: ‘Well, personally I do not mind stereotypes. Just don’t consume them without thinking’.
If you want to check out the exhibition - featuring advertisements from Fortis, Ché, Feeling, … - you can do so by looking for ‘Gender Square’ in Search - include mature results - or by using this SLurl to the Gender Square. If you want a guided tour, IM Adalace Jewel or Zebo Spitteler.