Shitstorm for Erdinger: Advertising relativizes violence against women!

Shitstorm for Erdinger: Advertising relativizes violence against women!

The Erdinger brewery is the focus of a violent shit storm after an advertising video has been published for new employees, which is perceived as tasteless and problematic. In the controversial clip, a young woman is anxiously reading a text about her job in sales, while threatening objects such as a wooden hammer, a beer bottle and a bottle opener are held to her head and neck. During a neutral description of the beer, the woman is threatened with violence, which forces her to improve her statement. Critics accuse the brewery of trivializing violence against women. After the massive criticism on the Internet, where users threaten with a boycott of the beer brand, Erdinger deleted the video and explained that it was "humorous and satirical", which, however, met with broad rejection. A spokesman for the brewery emphasizes that it was never the intention to hurt someone and admits that there have been both positive and negative reactions. These incidents make it clear how sensitive to violence against women in advertising and how quickly a brand can be damaged in public perception. OE24 reports that ...

women's rights organizations are horrified by the presentation. The portal "Safe Space Chemnitz" describes the trivialization of violence as tasteless and dangerous. In view of a study by Statistics Austria, which says that one of three women in the EU-27 have experienced physical or sexual violence, the problem becomes even clearer. The clip is not only criticized as inappropriate, but as part of a larger trend that often reduces women in advertising to their physical appearance. This is done for many companies under the motto "Sex Sells", which is also widespread in other industries. [SPIEGEL informs that ...] (https://www.spiegel.de/wirtschaft/ company/erdinger-weissbraeu-brauei-wegen-video-der-kreucht-a-f567aca-e407-493-bf8dbfd5d)

social relevance of advertising

The incident raises questions about the responsibility of companies in designing their advertising. Sexist representations that show women as sexual objects are not only discriminatory, but also reinforce clichéd role models. This type of advertising sets male dominance and heteronormative norms as social standards. The use of such representations contributes to the consolidation of prejudices and to exclude various identities. Women's rights organizations such as Terre des Femmes are actively committed to such misogynistic forms of advertising in order to promote equality and diversity in the representation of all genders. Frauenrechte.de illuminates that ...

In the debate about marketing products, it is essential to deal sensitively with topics such as violence and gender depictions. The incident around the Erdinger brewery urgently shows that advertising is responsible and can have far -reaching consequences. The reactions to the advertising video show that consumers are increasingly vigilant and expect brands to behave ethically and socially responsible.