Mixerin|海报/平面|广告营销案例【ADGuider广告指南】

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Mixerin

案例简介：条目摘要即使在 2015年，尽管接受了同样的培训，女性雇员的收入也比男性低 20%。为了提请人们注意这一可耻的状况并解决这一问题，我们发起了一场为苏黎世妇女中心开展的运动，在运动中，工资不平等适用于消费品。我们利用德语的一个特点来推进我们的事业: 在许多名词中添加后缀 “-in” 创造了女性的形式。我们取了只以男性形式存在的产品的德国名称，如 Mixer (mixer)，并添加了后缀 “-in” (Mixerin), 创造完全相同产品的女性版本。女性化的版本随后以便宜 20% 的价格发布广告。

Mixerin

案例简介：Entry Summary Even in 2015, female employees earn up to 20% less than men occupying the same position, despite having the same training. In order to draw attention to this disgraceful state of affairs and tackle the problem, we launched a campaign for the Frauenzentrale Zurich (centre for women), in which wage inequality was applied to consumer goods. We made use of a peculiarity of the German language to further our cause: Adding the suffix “-in” to many nouns creates the feminine form. We took German names of products that only exist in the masculine form, such as Mixer (mixer), and added the suffix “-in” (Mixerin), to create a feminine version of exactly the same product. The feminine version was then advertised at a 20% cheaper price.