Tag Clouds: How NOT to do it

This entry has been published on January 27, 2014. Please bear in mind I have changed my views on some things since then. -- Dieser Eintrag wurde am January 27, 2014 veröffentlicht. Bitte denk beim Lesen daran, dass ich meine Ansichten zu einigen Dingen seither geändert habe.

Erste Bank is the oldest still existing commercial bank in Austria (wikipedia article, not available in English). Obviously, the marketing’s gender role models are just as old as their bank:

solid, family friendly, uncomplicated, informed, calm, transparent, consistent, stable, professionell, simple, accessible, flexible, modern
female role model

active, self-determined, modern, fast, professionell, dynamic, flexible, unattached, target oriented, informed, simple, transparent
male role model

So in Erste Bank marketing’s eyes, women are solid, family friendly, uncomplicated, informed, calm, transparent, consistent, stable, professionell, simple, accessible, flexible and modern.

And men? They are active, self-determined, modern, fast, professionell, dynamic, flexible, unattached, target oriented, informed, simple and transparent.

Those are serious gender stereotypes that should not be used by one of the biggest commercial banks in Austria. I hope they reconsider their marketing strategies.

P.S. Yes, I did take a closer look at that 2nd picture. Those extremely old-fashioned stereotypes seem not to be about how the person on the poster is, but what they want their investment fonds to be like. Still, those are stupid stereo types. I’m sure there are women who do like to experiment with new ways of investing their money in order to get a nice interest rate, just like I’m also sure there’s a lot of men who want to make sure their money is secure and will be available once they need it.