IKEA recently released an advertisement that did not include women in Saudi Arabia. The company has received extensive criticism for having females airbrushed out of the ads. However, it is not clearly known whether or not IKEA or a third party removed the images of the females. The bottom line to understand is cultural awareness and diversity. Marketing and branding focuses on cultural adaptivity. For example, marketing agents will release an ad in many different languages and include local style in their ads. Why? This is a strategy to make their product become more personable to the local culture and traditional background of each country/region. This is a marketing tactic.
Therefore, the fact that IKEA is now being accused of airbrushing women out of their ad is really about sexism or sexual bias against women. On the contrary, this is a branding technique used to appeal to the general mass who have a higher buying power. It is important to realize that in Eastern cultural countries that are high context generally do not allow women to be see in public places without a male figure. Why? Well this is their culture and tradition. I don't agree with it, but nevertheless it is the reality of the situation. Women in Saudi Arabia for example are working towards earning equal rights. These rights are what they are born with like any human being, but many eastern based cultures treat women as second class citizens. Therefore, the buying power is based on the majority, which are males. You have to view IKEA's role in this ad through a marketing perception. Although we live in a very liberal culture/nation, it is difficult to understand why men treat women the way they do in these nations. However, it exists, but know that women are working very hard to gain their rights; in which case I hope they receive it soon.
Nevertheless, instead of creating a massive debate over this situation, think about it from a marketer's perception. For women primarily, this may reduce any ill will against IKEA.
Posted on behalf of Group Whynot. Contact us today for a free consultation: info@groupwhynot.com Visit us at www.groupwhynot.com
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