{"id":9830,"date":"2012-02-20T09:00:02","date_gmt":"2012-02-20T09:00:02","guid":{"rendered":"http:\/\/www.badreputation.org.uk\/?p=9830"},"modified":"2012-02-20T09:00:02","modified_gmt":"2012-02-20T09:00:02","slug":"found-feminism-hsbc-lemonade-stand-advert","status":"publish","type":"post","link":"https:\/\/badreputation.org.uk\/2012\/02\/20\/found-feminism-hsbc-lemonade-stand-advert\/","title":{"rendered":"Found
Feminism: HSBC Lemonade Stand Advert"},"content":{"rendered":"
<p>
  <iframe width=\"560\" height=\"315\"
  src=\"http:\/\/www.youtube.com\/embed\/KNJ0bdV2r9o\" frameborder=\"0\"
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</p>
<p>
  Now, as the opening music rose I&#8217;m sure you cringed as much as I did.
  But when our enterprising lemonade maker launched into a different language,
  did you smile instead? There&#8217;s a tendency to ignore or overlook the
  marketing campaigns of big business and to assume that nothing they ever do
  can possibly be for the good. After all, they&#8217;re trying to sell us
  products and services, right? But marketing tries to make us empathise, and to
  capture our hopes, dreams and ideas for the future. It also guns for mass
  market appeal.<\/p>\n
</p>
<p>
  So here&#8217;s the idea: a clever little girl can grow up to be a
  multinational business leader.<\/p>\n
</p>
<p>
  The lemonade stand metaphor is an interesting one, and certainly well used in
  the fields of business and commerce. It&#8217;s used as the basis of training
  games for pricing models, economics theory (there&#8217;s a nice <a
  href=\"http:\/\/pecuniarities.com\/wp-content\/uploads\/2009\/01\/calvineconomics.jpg\">Calvin
  and Hobbes one here)<\/a>, maths tutorials and host of other skills needed to
  run your own business. It&#8217;s not just a cute thing that kids do;
  it&#8217;s also about how we introduce children, boys and girls, to the world
  of work.<\/p>\n
</p>
<p>
  The models we use for &#8220;work&#8221; within childhood play set the tone
  for how we expect children to behave and the roles they might grow into. I
  remember books on work with pictures of male pilots and female air hostesses.
  Mothers cleaning the house whilst fathers returned from work. Some of these
  have since been pleasingly updated, including the <a
  href=\"http:\/\/goodmenproject.com\/good-feed-blog\/social-change-gender-roles-and-richard-scarrys-best-word-book-ever\/\">Richard
  Scarry books<\/a>.<\/p>\n
</p>
<p>
  I was told by a friend of mine (who was a boy) that he couldn&#8217;t play
  with pots and pans because they were &#8220;for girls&#8221;. We must have
  been about six. Even though we were actually a rock band. With wooden spoons
  instead of drumsticks. Maybe we were a girl band.<\/p>\n
</p>
<p>Anyway.<\/p>\n</p>
<p>
  I like the fact that this campaign could have just as easily been done with a
  young boy and his mother, but instead we have a girl and her dad. A decisive,
  smart and multi-lingual little girl. Her loving and supportive father, blown
  away by his daughter&#8217;s abilities.<\/p>\n
</p>
<p>
  Future businesswoman of the year, perhaps?<\/p>\n<div class=\"sharedaddy
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                      <p>
                        Now, as the opening music rises I&#8217;m sure you
                        cringed as much as I did. But when our enterprising
                        lemonade maker launches into a different language, did
                        you smile instead?<\/p>\n<div class=\"sharedaddy
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