Tag Clouds: How NOT to do it

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.

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