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Thomas Cook...

Thomas Cook


Date: January 1, 1970

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The Billboard is an advertisement for the Mauritian branch of an international company Thomas Cook. It outlines the different services being offered by the company, foreign exchange, holidays, travel management and travel insurance. Only men are depicted.

This advertisement may be used to:
1. Demonstrate gender blindness in advertising.
2. Demonstrate need for gender awareness in the travel and tourism industry.
 
Trainer’s notes             
In the Mirror on the Media Advertising research conducted by GL female focus group participants were shocked that women do not appear in the advertisement: “Le femmes ne meritent pas des vacances” (Women do not need holidays?)
Men said that by not showing women the message is that: 
– Women are weak in business and finance.
– Women cannot take responsibilities.
 
There are four different shots on one film. The first challenges stereotype as it shows a man caring for his child in the sea. The second shows two men shaking hands probably meaning that they have done a good deal. The third shows the back of a boy and a girl and the fourth shows a little girl. At a glance all these snaps look beautiful and inoffensive. But there are no women at all in the advertisement and the two men are shown as professionals.
 
Discussion Questions
Refer to the advertisement and discuss
1. Are women targeted in the advertisement?
2. Who organises holidays in a family? And why?
3. Do children go on holiday with only their dad?
 
Training exercises
Ask participants to find out from a tourist agency:
1. What proportion of women work for the agency?
2. Who books for holidays – women or men
3. Who negotiate foreign exchange – women or men?
4. Does it make sense to target women in marketing this product?
 
Related GL Commentaries


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