Mic Mac Mall Back To School Campaign

Honestly, this campaign is quite the head turner, but it's not receiving the right type of attention. The series in this advertisement campaign targets half their audience of who they're intending to target; stereotypical cliches of females and not one male. Their intention is to target an audience for Back To School shopping, though they only attempt to speak to the females. Last time I checked, school is attended by males as well. Regarding the design of the advertisements, they do not speak to the entire population of students. The advertisements use female cartoons holding female clothing and accessories and that does not target the male population. Just to clarify, not all females choose to dress as a stereotypical woman, which is another negative factor of their advertisements. Every person is different and that goes for peoples' styles as well, though, the cartoons consist of only stereotypical females. Whether they included males in their campaign, it would have still been considered insulting, especially if they sent the same message as they did to the females. The message itself received negative feedback, so to target both sexes with a negative message would probably fail. 

The agency does not understand shoppers; student or parent shoppers anywhere. The message they send in their advertisements are very insulting and sexist to the public, especially  to the parents. The advertisements have the people thinking young female students have no interest in school and prefer shopping over an education; thus, sending a message about their intelligence level. It gives female students a negative reputation, as well as having parents worried and insulted. 

I would not have run it because I clearly felt the message was sexist and insulting. Not only did this campaign lead to a decrease in shoppers, but it will not be forgotten. Though, they did donate a $5000 cheque and an apology for their campaign, it won't save the agency from their reputation. What's done is done and running that campaign already spoke of how the agency views females. 

The Facebook advertisements aren't as insulting as the others, though, it still only targets females. Having an education and shopping is for both sexes and the campaign clearly does not consider their audience to be of both sexes.