{"id":17863,"date":"2017-01-30T10:37:36","date_gmt":"2017-01-30T10:37:36","guid":{"rendered":"http:\/\/commo.es\/la-madre-perfecta-y-el-macho-alfa-son-cosas-del-pasado\/"},"modified":"2017-02-28T09:16:06","modified_gmt":"2017-02-28T09:16:06","slug":"la-madre-perfecta-y-el-macho-alfa-son-cosas-del-pasado","status":"publish","type":"post","link":"https:\/\/commo.es\/ca\/la-madre-perfecta-y-el-macho-alfa-son-cosas-del-pasado\/","title":{"rendered":"La \u201cmare perfecta\u201d i el \u201cmascle alfa\u201d s\u00f3n coses del passat"},"content":{"rendered":"<p>Reconeix que tu tamb\u00e9 has vist cont\u00ednuament <strong>en publicitat el clix\u00e9<\/strong> d&#8217;aquell home al comandament de la casa i aquella dona encarregada de la neteja i la cura dels nens.<\/p>\n<p>Per sort, aquest tipus de missatges publicitaris estan cridats a la desaparici\u00f3, reempla\u00e7ant aquesta idea per un enfocament m\u00e9s equitatiu de la fam\u00edlia.<\/p>\n<p><strong>La pressi\u00f3 social i una imatge que ja no ven s\u00f3n les responsables<\/strong>, en els \u00faltims anys, de fer virals els anuncis en els quals l&#8217;home i la dona tenen el mateix paper dins i fora de la llar. Les marques comencen a prescindir de campanyes homog\u00e8nies que ja no transmeten gens i aposten per ressaltar i celebrar <strong>esquemes familiars que han de normalitzar-se<\/strong>, mostrant parelles homosexuals, homes que s&#8217;emocionen, o dones que no es passen la vida rentant la roba.<\/p>\n<p>Aix\u00ed i tot, queda un llarg cam\u00ed. Llavors, per qu\u00e8 no col\u00b7laborar les ag\u00e8ncies i els anunciants per intentar canviar aquesta percepci\u00f3 i influir aix\u00ed en les properes generacions? Com sabem, els <strong>canvis socials s\u00f3n els m\u00e9s lents<\/strong>, per\u00f2 en tot all\u00f2 que estigui a la nostra m\u00e0 hem d&#8217;accelerar el proc\u00e9s, per no seguir parlant del mateix en els propers 7 anys. Qu\u00e8 per qu\u00e8 diem aix\u00f2? Mira aquest <a href=\"https:\/\/www.marketingdirecto.com\/marketing-general\/publicidad\/la-publicidad-emprende-el-camino-hacia-la-igualdad-de-genero\" target=\"_blank\">article de Marketing Directo<\/a> que es va publicar l&#8217;any 2010. Creus que hem avan\u00e7at molt des de llavors?<\/p>\n<p>Fem que <strong>la publicitat serveixi per enaltir la diversitat i deixar enrere els estereotips obsolets<\/strong>, podent dir en un futur que la &#8220;mare perfecta&#8221; i el &#8220;mascle alfa&#8221;, siguin coses del passat. I utilitzem aquests clix\u00e9s sol per riure&#8217;ns d&#8217;ells. Hi ha una mica m\u00e9s intel\u00b7ligent que riure&#8217;s d&#8217;un mateix?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Reconeix que tu tamb\u00e9 has vist cont\u00ednuament en publicitat el clix\u00e9 d&#8217;aquell&#8230;<\/p>\n","protected":false},"author":6,"featured_media":17859,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[175,144],"tags":[258,263,259,260,261,264,265,266,262,267],"class_list":["post-17863","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-creativitat","category-publicitat","tag-estereotipos-en-publicidad-ca","tag-estereotips-en-publicitat","tag-publicidad-igualitaria-ca","tag-publicidad-machista-ca","tag-publicidad-sexista-ca","tag-publicitat-igualitaria","tag-publicitat-masclista","tag-publicitat-sexista","tag-roles-de-genero-y-publicidad-ca","tag-rols-de-genere-i-publicitat"],"jetpack_featured_media_url":"https:\/\/commo.es\/wp-content\/uploads\/2017\/01\/roles-publicidad-sexista.gif","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts\/17863","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/comments?post=17863"}],"version-history":[{"count":2,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts\/17863\/revisions"}],"predecessor-version":[{"id":17865,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/posts\/17863\/revisions\/17865"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/media\/17859"}],"wp:attachment":[{"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/media?parent=17863"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/categories?post=17863"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/commo.es\/ca\/wp-json\/wp\/v2\/tags?post=17863"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}