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MCB Mastercard


Date: January 1, 1970

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Full colour advert on a credit card for the Mauritius Commercial Bank. Two thirds of the advert has a beautiful photograph of a young couple, man and woman, celebrating something with a present in the woman’s hand. One third of the advert is the information about the card.

This Advert may be used to:
1. Show how a gender aware advert can be successful in attracting women and men.
 
Trainer’s notes
In the Mirror on the Media Advertising research conducted by GL both the women and the men in the focus groups found the advertisement positive. One man said any woman would like to have this kind of husband and the other way round. Another man said that the advertisement shows that the couple is thinking about the future.  “Life is beautiful” said another man. “La femme est heureuse et valorisee” (the woman is happy as she is valued) said a woman. The use of a young male and female partner shows that the bank treats everyone the same. The way the photograph has been taken is also very important as it gives a feel of freshness and spark between the partners. The beauty of this advert is also that the partners are portrayed as equals and the advert clearly shows that credit cards are used by both sexes.
 
Discussion Questions
1. Give at least three reasons why this advert may be regarded as gender aware.
2. Give three examples of what can be done to improve this advert to challenge existing stereotypes.
 
Training Exercises
1. Compare the this advertisement with the VRC example below of the Mastercard secure code.
Additional training resources
Picture our Lives: Gender and Images in Southern Africa, Chapter three, p32, Archetype, or Stereotype?
This section is very relevant to subtle stereotypes that reinforce the way things are and that we are often more comfortable with. Are these archetypes or stereotypes? When does an archetype become a stereotype? What is the effect of this?
 
 
Related GL Commentaries


Download : GA mastercard Maur 08 12 06 LR

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