{"id":3759,"date":"2017-12-19T00:00:00","date_gmt":"2017-12-18T23:00:00","guid":{"rendered":"https:\/\/v3rtice.srvcactus.com\/2017\/12\/19\/casos-reals-de-mala-publicitat\/"},"modified":"2025-06-05T09:41:14","modified_gmt":"2025-06-05T07:41:14","slug":"casos-reals-de-mala-publicitat","status":"publish","type":"post","link":"https:\/\/v3rtice.srvcactus.com\/ca\/blog\/casos-reals-de-mala-publicitat\/","title":{"rendered":"Casos reals de mala publicitat"},"content":{"rendered":"
Com a ag\u00e8ncia de publicitat de Barcelona<\/a>, som conscients que moltes empreses estan d’acord amb la m\u00e0xima de que la mala publicitat no existeix i que l’important \u00e9s que parlin d’un, encara que parlin malament. I \u00e9s que de vegades les pol\u00e8miques o esc\u00e0ndols poden tenir un efecte contrari de l’esperat i acabar convertint-se en un avantatge per a alguns.<\/div>\n
Avui en el blog de V3rtice explicarem alguns casos de mala publicitat i veurem perqu\u00e8 els publicistes van acabar retirant aquests anuncis. En la publicitat l’objectiu final sempre \u00e9s vendre i per aix\u00f2, les empreses competeixen per fer les campanyes i Sports m\u00e9s impressionants que captin l’atenci\u00f3 del p\u00fablic. No obstant aix\u00f2, de vegades s’obliden que no tot val en publicitat, que no es poden promoure certs valors negatius, ni l’odi ni la viol\u00e8ncia ni provocar el mal gust.<\/div>\n
El primer exemple que trobem de mala publicitat el va dur a terme la marca de productes de cura personal DOVE. A les xarxes socials de la companyia, concretament en el seu compte de Facebook, van publicar una s\u00e8rie d’imatges en les quals es veien a una dona negra que es treia una samarreta marr\u00f3 i es convertia en una dona blanca amb una samarreta m\u00e9s clara. La campanya va ser titllada de racista, ja que en posar a la dona negra primer la representaven com alguna cosa bruta que quedava neta i blanca despr\u00e9s d’utilitzar el sab\u00f3. Encara que DOVE es va disculpar al\u00b7legant que intentaven mostrar els beneficis del sab\u00f3 per a tot tipus de pells, les queixes dels usuaris van ser tals que van haver d’esborrar les imatges.<\/div>\n
Una altra campanya que es va titllar de racista va ser la de Versace que va voler representar la multiculturalitat, per\u00f2 va donar l’efecte contrari. Protagonitzat per Gigi Hadid, les imatges mostren a una dona seriosa acompanyada d’un home, un nen i una nena (els qui representen al seu marit, el seu fill i la seva filla) que la miren somrients. A m\u00e9s de que \u00e9s una foto poc realista ja que ning\u00fa es creu el seu paper, la nena petita va lligada amb cadenes el que pot vincular-se a l’esclavitud. Sens dubte, un accessori molt desafortunat.<\/div>\n
D’altra banda, la campanya titulada \u201clove your curves\u201d de Zara tamb\u00e9 va donar molt de qu\u00e8 parlar. La campanya de Amancio Ortega mostra a dues noies joves que no gasten m\u00e9s d’una talla 34 i tenen poques corbes. Tota una contradicci\u00f3 si es t\u00e9 en compte l’esl\u00f2gan de la campanya, a m\u00e9s de que pot promoure els problemes alimentaris entre les adolescents. En aquesta mateixa l\u00ednia, la marca de llenceria i roba interior, Victoria\u2019s Secret va llan\u00e7ar una campanya amb el t\u00edtol \u201cThe perfect body\u201d en la qual es podien veure dones molt primes i que podrien representar el cl\u00e0ssic est\u00e0ndard femen\u00ed. La campanya va ser denunciada des de Change.org i al final, va ser substitu\u00efda per una altra que s’acostava m\u00e9s a la realitat i mostrava la varietat de cossos femenins.<\/div>\n
Finalment, podem destacar una campanya de Dolce&Gabbana que pot promoure la violaci\u00f3. La signatura de moda italiana va publicar una s\u00e8rie d’imatges per a la seva col\u00b7lecci\u00f3 de primavera-estiu en el 2007 en la qual es podien veure a una dona tombada al terra mentre un home li agafa els canells i uns altres quatre models els miren. En aquesta ocasi\u00f3, les queixes de la gent, per\u00f2 tamb\u00e9 les d’entitats com l’Institut de la Dona, van ser tals que va ser censurada.<\/div>\n","protected":false},"excerpt":{"rendered":"
Com a agència de publicitat de Barcelona, som conscients que moltes empreses estan d’acord amb la màxima de que la mala publicitat no existeix i que l’important és que parlin d’un, encara que parlin malament. I és que de vegades les polèmiques o escàndols poden tenir un efecte contrari de l’esperat i acabar convertint-se en un avantatge per a alguns.<\/div>\n","protected":false},"author":15,"featured_media":24267,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3759","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sin-categoria"],"acf":[],"dsm_author":{"name":"B3rtriz","avatar_url":"https:\/\/secure.gravatar.com\/avatar\/55cce72eebdf84af1d876317ada2ae9d3e58da4a2ecb496d40eaeb716d24e2d5?s=96&d=mm&r=g","archive_link":"https:\/\/v3rtice.srvcactus.com\/ca\/author\/beatriz\/","biodata":""},"dsm_categories":[{"term_name":"Sin categor\u00eda","term_id":1,"term_link":"https:\/\/v3rtice.srvcactus.com\/ca\/category\/sin-categoria\/"}],"dsm_attachment_categories":[],"dsm_featured_image":{"thumbnail":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1-150x150.jpg","medium":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1-300x225.jpg","medium_large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1-768x576.jpg","large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","1536x1536":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","2048x2048":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","et-pb-post-main-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","et-pb-post-main-image-fullwidth":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","et-pb-portfolio-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","et-pb-portfolio-module-image":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","et-pb-portfolio-image-single":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","et-pb-gallery-module-image-portrait":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","et-pb-post-main-image-fullwidth-large":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","et-pb-image--responsive--desktop":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","et-pb-image--responsive--tablet":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","et-pb-image--responsive--phone":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg","full":"https:\/\/v3rtice.srvcactus.com\/wp-content\/uploads\/2021\/06\/publicitat-ephemera-8-1.jpg"},"yoast_head":"\nCasos reals de mala publicitat - V3RTICE<\/title>\n<meta name=\"description\" content=\"La mala publicitat no existeix i que l'important \u00e9s que parlin d'un, encara que parlin mal. 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