“Saving boilers” to “long-serving toilet.” creativity of sexist advertising

The wider audience surely knows “Skyurel brand boilers video advertising of the “New home” shop.  It is not known whether after watching this “masterpiece” comparison of woman with gas boiler caused bewilderment or at least question for viewers.

What are these young women playing role of boilers in video thinking…? While this 30-second advertisement based on vulgar “allegories” are simply outrageous in terms of blatant humiliation of women.  Slightly overweight woman should have demonstrated to consumers what the bigger the pot is, smoking woman – in the role of clean pot, and a young girl, did not know how to peel potato was showing the image of a bad housekeeper and therefore “unproductive” woman. Finally, as an alternative, is represented a slim, non-smoking girl who does not spoil potatoes – the girl-efficient boiler, which is not ashamed to take home and satisfy mother-on-law.

International practice such behavior qualifies as sexism, the gender-based humiliation or direct discrimination, which, by the way, is prohibited by Armenia’s constitution and law “On ensuring equal rights and equal opportunities for women and men”.

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