When I say that creative is an adjective, not a noun, I smile.
Because while you make sophisticated distinctions on the definition that should help make us recognizable in nostra professione, la parte più grezza del paese ci passa sopra col rullo compressore.
Ieri sera, a Matrix, sono partiti da uno spunto interessante, l'orribile campagna di Terry Richardson per una grezza marca di abbigliamento: culi femminili mostrati senza particolari formalità stilistiche. Quale migliore occasione per affrontare il tema, tutto italiano, dell'uso ed abuso dei corpi femminili?
In realtà dopo due minuti ci si è scagliati contro di noi. I creativi sono banali, mostrano corpi femminili ignudi perché sono incapaci, vuoti di fantasia, sessuofobi, maschilisti. E probabilmente, ho aggiunto io a casa, ce l'hanno anche piccolo.
Infatti abbiamo dimostrato una reale impotenza: study there was no one in our profession. Too bad, also a junior copywriter would be enough to explain that this killing was not advertising that they were, they were pictures of a photographer, commissioned by a client a bit 'rough, easy to hunt for scandals and TV programs that offered to its former bank technique, originally "Toscani" I offend you with little, and you gave me fame television that would otherwise cost me a lot.
only contribution from the professional world, the quick quotation of a sentence of the press release of the President of TP, Biagio Vanacore, which I quote below.
Morality, in a broadcast in which he spoke of the publicity that commodify women's bodies, there was a shred of advertising. And certainly not a creative person, that is a representative of those who generate the ideas.
The hope is that soon, very quickly, the community of journalists and opinion makers to start again we consider creative (and proudly point out the use of the adjective noun) as a party when it comes to advertising.
The hope is that the associations that represent us (ADCI and TP) quickly rediscover his voice.
Vanacore, President Milan short but very effective in its output, has begun to launch a challenge to journalists, but also to users in the press release that I report here:
WE DEVELOP IDEAS NON VOYEURISMO.
"Nessun pubblicitario che possa definirsi tale ama il corpo della donna come veicolo del proprio lavoro. Parlare di sfruttamento del corpo della donna in pubblicità è puro populismo. La questione andrebbe approfondita, magari interpellando chi la pubblicità la crea”.
Così il presidente dell’Associazione Italiana Pubblicitari Professionisti, Biagio Vanacore, interviene nella discussione che in queste ore si sta animando attraverso alcuni dei principali organi di informazione.
“Il compito del pubblicitario – continua Vanacore – è quello di produrre idee che aiutino le aziende a valorizzare i propri valori, non certo quello di sollecitare il voyeurismo citizens. Furthermore, I challenge anyone to find something in a publicity photograph of a woman, perhaps appropriately retouched.
Addressing the issue of using women's bodies in advertising, point the finger at advertisers, not listening to the voice of the professionals, ie those who create, plan and disseminate the advertisement, in full agreement with the client, Commenting on the slow motion is like a football game without looking at the pictures on television. "
Tp, the Italian Association of Advertising Professionals, of which he is president Biagio Vanacore, has been active since 1965 and has over 2,000 professionals registered.
"All publicity - underscores Vanacore - occurs in what is the social, economic and political and comes from the relationship that develops between a company and its advertising: the first, through advertising, they should protect their ethics, the latter, with their work, give an aesthetic company ".
is debatable, as always, what he wrote the president of TP and that Vinci has read, in part, in the episode of the Matrix last night.
But surely the signal is better than I take pride in the association wished to be:
before attacking the advertising, talk to them. No creative is happy to use a woman's body to communicate. We are those ideas, not those of the chicks.
identity and approach, I think a good starting point.
ps of 7 am:
post is born a minute after the end of the transmission. But the first comment I received via email this morning is this funny spoof of one of the services last night, where you tip the contents against the journalists present in the studio:
http://www.youtube.com/watch?v = sw_eH5kD9TM
But the problem is no need to turn our visibility and identity in ideological vision. Why a creative, even if in has certainly values \u200b\u200band beliefs, can not become an instrument of political struggle, in favor of this or that. And the fact that yesterday evening there were only advertising but senators, deputies and reporters lined up, tells me that soon become ideological cannon fodder. Like it or not ...
ps of 8 am: Massimo Guastini
also, as expected, raised the head and the mouse.
This is the post from his blog, which starts pending the ADC.
It's nice to see that the positions do not differ much.
And now let me go to work:
unlike the anonymous blogger,
I have much to do ...
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