* Mabel Dias wrote to Charter Capital that just this week, carnival week (today is 13 Feb. of 2015), a time when violence against women is even more frequent (impresses me and I am ashamed to be a man and have to agree to that! ...), With all "imaginable pretexts," the "Skol beer" had the unfortunate idea of creating _peças publicitárias_ that tend to "justify" male violence against women. Posters and signs reading "forgot not at home" and "top before knowing the question" are some of the phrases scattered in the metropolis.
The advertising Pri Ferrari and journalist Mila Alves, who with a critical sense and attentive realized that the campaign clearly encourages "loss of control"During a period in which records up very high sexual violence index, since kisses forced to consummate rape and decided to mark with some interventions in advertisements (SIC)Adding other words to strengthen respect and non-violence to women.
The reaction and intervention of feminist groups was embarrassing for that beer brandWhich eventually withdrew the campaign of the São Paulo streets. A beautiful victory of women, even though the National Council for Advertising Self-Regulation - Bonar -remained completely silent about the situation.
The maximum in the popular and macho imagery is that when a woman says "no" she is saying "yes". This is used as a justification for crimes of violence, including rape, which happen more intensity at the carnival.
Another depressing aspect of this violence is occurring in this period, forced kisses on the blocks, considered rape under Brazilian law.
And yet the affiliate station Rede Globo in the State of Bahia released a poll that borders on ridiculous in one of its news programs, asking whether the forced kiss should be banned or not; is unacceptable that an opinion-forming carrier will take that position to a very serious question.
The survey came to social networks and caused great negative wrath.
The Congresswoman Jandira Feghali (B-RJ PC), for example, stated that "this is the classic type of journalism that only helps to aggravate the machismo of society and the view of women as a possession of man."
Regarding intervention of Pri Ferrari in ill-fated campaign Skol, Ferrari posted the action on your Facebook profile, where he had more than 20 thousand tanned over 7500 shares!
The initiative came to Ambev, responsible for the production of beer and advertising piece itself; one of the company directors called the ad and said it would mount a "task force" to remove all advertisements from the streets.
However, such stereotypes, built by the beer advertisements are not only in Skol his example. Innumerable are the actions of feminist groups against the explicit machismo displayed in the materials. The Itaipava brand brings, from the month of January, woman explicitly as a commodity in their publicitárias.Cenas pieces that are classic of machismo: a woman of few words, owner of a bar, dressed in tiny clothes, serving the men and that has the name "Summer", in an allusion to the season.
In the text "The beer and the female murder," the Doctor of Sociology at the University of Brasilia (UNB) Berenice Benedict says that "these commercial no metaphors. The woman is not "like the beer": is the beer. Is there to be consumed silently, passively, without reaction sketch, man. So gullible that can even be replaced by a plastic doll, to the joy of young men who are eager for summer adventure ".Berenice Benedict believes that, even with the struggle of the feminist movement, to guide the violence against women as one of the worst ills, the hierarchical structure of gender relations is still very present. Reveals the multiple sources that feed the hatred of women.
The advertising of beers in Brazil portray this well. And it can not be said that this is _natural_, a "little joke". It is the portrait of the machismo that kills women and girls. Portrait of a society that needs to be transformed, and that attitudes such as those of Pri Ferrari and Mila Alves, or like the women of the Woman and Media Network, who are always attentive and combative to the violations of women's image in the media.
* Mabel Days is a journalist and member of Intervozes
Editor's Note Soropositivo Web Site:
The original of this article can be read at the link below, which are published photos of interventions made in the "advertising pieces." I watch carefully this "peçonhar" constant media about women and abhor the practice in any instance. Woman is no object and not property. Or you think that your mother and your wife? Much of this sexual violence results in unwanted pregnancy (where the _homem_ disappears, or AIDS, to become an even greater shame ...
And of course, there are cases of rape within marriage, because at the time the woman is not well to keep a sexual relationship, the "real macho" opens down if empavona in indignation and part up of women, giving vent to their lower instincts (because this is not love) instincts, to finish three minutes later (above all a rooster) satiated in their perversion, thinking, IS MY WOMAN AND DO WITH IT WHAT I WANT.
And I do not say to women vilified so responsive and chutem the "bag" the asshole because then it would be the assault tenfold. As much as I think I do not know how to get the woman of this maze of machismo, misogyny and oppression. So, do what has to be done, go to a police station the woman makes a complaint, because even you can remove the complaint and after our little friend will see the sunrise square and, most likely, washing the clothes of a " protector "and sleeping on the bed corner, as he said the late Bezerra da Silva.
\ Scallywag is rogue. Mane is loser