It's parody time in ad land

Brands risk alienating their target markets if ads are sexist and patronising, but a new parody of those ads is attracting the right kind of attention, writes Michelle Devane.

20th April, 2013
Maeve Judge, brand manager, Kerry Group.

Targeting advertising at women is a fine line to tread. On the one hand, the group represents a huge market with tremendous spending power, but on the other, it is easy to get caught out being patronising or sexist and alienating the people you were aiming to attract in the first place.

Some examples of ads that got into trouble and triggered complaints of sexism include the Yorkie 'It's not for girls' campaign, the Hunky...

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