{"id":727,"date":"2008-11-14T03:06:44","date_gmt":"2008-11-14T00:06:44","guid":{"rendered":"http:\/\/marwarakha.com\/wordpress\/?p=727"},"modified":"2010-07-04T19:09:54","modified_gmt":"2010-07-04T16:09:54","slug":"egypt-no-manhood-for-the-manhood-drink","status":"publish","type":"post","link":"https:\/\/marwarakha.com\/?p=727","title":{"rendered":"Egypt: No Manhood for the Manhood Drink!"},"content":{"rendered":"

Egypt has launched a fierce campaign against sexual harassment in the aftermath of the recent events here<\/a>, here<\/a>, here<\/a>, here<\/a>, and here<\/a>. But people working in the media industry do not seem to get the idea. Ink Pen wrote<\/a>:<\/span><\/span><\/p>\n

\n

Is it ethical to flatter either the authorities, the powerful, the intellectuals, or the public opinion in your attempt to deliver an advertising message to a target audience? Why am I asking such an odd question? Because yesterday I watched a weird ad for a bunch of men sitting on what looks like a high table in a coffee shop and then a girl passes by and greets one of the guys. After returning the courtesy he says that she has a great character. Then the voice over on the ad takes over and says in a husky voice "A girl's character is the last thing to comment on … be a man and drink Birell"<\/span><\/span><\/p>\n<\/blockquote>\n

\n
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Birell is Egypt's first brand of non-alcoholic beer; Ink Pen writes on<\/span><\/span><\/p>\n

\n
I want you to imagine how the super non alcoholic drink was associated wih manhood in the ad just like cigarettes was positioned in the sixties … manhood as demonstrated in the last three seconds of the ad shows clearly on the way the guy is transformed into a stud after drinking from the can.<\/span><\/span><\/div>\n
 <\/div>\n

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 <\/div>\n

As for the girl the director did not choose an average looking girl or the stereotype of the nerd who is always commended for her character rather than her looks. The director chose a knockout.<\/span><\/span><\/p>\n<\/blockquote>\n

\n
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\n

The ad positions the Egyptian male as a creature governed by his desires and instincts and encourages him to adopt a false imgae of manhood regardless of the consequences.<\/span><\/span><\/p>\n<\/blockquote>\n

\n
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 <\/div>\n

Those in the advertising business in Egypt will forget – had they not already forgotten – the true purpose of an by detaching themselves from promoting the benefits of the product to promoting illusions, false promises, and gender discrimination.<\/span><\/span><\/p>\n<\/blockquote>\n

\n
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Egypt has launched a fierce campaign against sexual harassment in the aftermath of the recent events written about here on Global Voices. But people working in the media industry do not seem to get the idea as evidenced by a recent ad campaign.<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_eb_attr":"","_monsterinsights_skip_tracking":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[1,20],"tags":[316,450,49,294,58,451,144,452],"class_list":["post-727","post","type-post","status-publish","format-standard","hentry","category-articles","category-global-voices-online","tag-advertising","tag-birell","tag-men","tag-global-voices-online-2","tag-marwa-rakha","tag-non-alcoholic-beer","tag-sexual-harassment","tag-452"],"acf":[],"yoast_head":"\nMarwa 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The call for allowing Egyptian women to move around in safety in their country, was sparked after blogger Asser Yasser's harasserswere acquitted.","rel":"","context":"In "Articles.\u0645\u0642\u0627\u0644\u0627\u062a"","block_context":{"text":"Articles.\u0645\u0642\u0627\u0644\u0627\u062a","link":"https:\/\/marwarakha.com\/?cat=1"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":712,"url":"https:\/\/marwarakha.com\/?p=712","url_meta":{"origin":727,"position":5},"title":"Egypt: Sexual Harassment Victims, Keep your Mouth Shut!","author":"Marwa Rakha - \u0645\u0631\u0648\u0629 \u0631\u062e\u0627","date":"November 6, 2008","format":false,"excerpt":"On November 1, Al Masry Al Youm shocked its readers with an article about two girls who went to the police station to report a sexual harassment incident but instead, they were detained for six hours and harassed by the officers on duty.","rel":"","context":"In "Articles.\u0645\u0642\u0627\u0644\u0627\u062a"","block_context":{"text":"Articles.\u0645\u0642\u0627\u0644\u0627\u062a","link":"https:\/\/marwarakha.com\/?cat=1"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"jetpack_shortlink":"https:\/\/wp.me\/peGN7P-bJ","jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","_links":{"self":[{"href":"https:\/\/marwarakha.com\/index.php?rest_route=\/wp\/v2\/posts\/727","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/marwarakha.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/marwarakha.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/marwarakha.com\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/marwarakha.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=727"}],"version-history":[{"count":3,"href":"https:\/\/marwarakha.com\/index.php?rest_route=\/wp\/v2\/posts\/727\/revisions"}],"predecessor-version":[{"id":913,"href":"https:\/\/marwarakha.com\/index.php?rest_route=\/wp\/v2\/posts\/727\/revisions\/913"}],"wp:attachment":[{"href":"https:\/\/marwarakha.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=727"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/marwarakha.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=727"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/marwarakha.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=727"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}