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However, the female figure is disfigured by television language. The battle against stereotypes is sacrosanct, a modern society must evolve and a woman stripped to advertise a glue or a car goes against decency, dignity and even the rules of the Jury. But of course it is not right to confuse the issues and judge the image of a mother cooking for her children as degrading. I speak as an advertising technician and I say that the risk of those who reason in this way is to fall into the opposite stereotype, which is then completely distant from what is the reality of everyday life.

Do certain ads really never go on air abroad? At most, the opposite is true. Boldrini should go to the Cannes Advertising Festival and she would realize. Italy has a self-regulatory body that everyone envies us and that intervenes at the request of even a simple citizen if they feel offended by an ad. In a few days the Jury intervenes and, if necessary, suspends the broadcast.

Does advertising create a mentality? The commercial, by its very nature, cannot anticipate people’s feelings because it would not be understood; but it cannot also fish in the past, because it would be ignored. It can only amplify what is already there: it catches a phenomenon that is already public and relaunches it. It is clear that it must make your mouth water and make the products appealing, this is its purpose, the important thing is not to transcend. But to shoot outright at women in advertising as the third-highest official in the state does is simplistic and misleading. It is not Miss Italy or lipstick advertising that leads to femicides, but a sum of ignorance and negative values, and this involves the family, school, the internet… If we focus on advertising, we are arguing about something that young people don’t even watch. But on the rest, I agree with Boldrini and at the end of the year Pubblicità Progresso will launch a campaign for gender equality: women earn 30% less than men and occupy 30% fewer positions of leadership in companies…

What do you think of “Where there’s Barilla, there’s home”? The much-maligned always-happy family doesn’t describe all existing situations, but the same happens for every commercial, which by definition must make you dream… Certainly, to sell pasta, you don’t put two spouses who are arguing and separating. The little girl who put a Barilla butterfly in her father’s pocket, away for work, remains memorable: it was a celebration of a moment of warmth that we all seek when we return home tired. Is it a sin to represent it? Is there really 90% of couples made up of a man and a woman? So can we crucify Barilla who says “we address them”?

>>>> BASTA DONNE AI FORNELLI NEGLI SPOT? La puntata di Radio24