Alpha Consumer

Does Australia Hate Career Women?

By Kimberly Palmer

Posted: January 21, 2009

This ad for Australia, now running on television, is designed to encourage people to find themselves by going Down Under. It depicts a career woman who so stressed out by work that she appears exhausted, unpleasant to be around, and on the verge of ruining her relationship. But then, she goes to Australia, and turns into a pleasant human once again. Her boyfriend tells her that he's glad she's back. As the ad puts it, "She arrived as Ms. K. Mathieson, Executive VP of Sales. She departed as Kate."

Here's my question: Can't a woman be the vice president of sales while also being a pleasant person with a loving relationship? This commercial seems to have such a retro view of modern womanhood that it makes me wonder about the state of feminism in Australia. Still, that waterfall does look enticing.

it wouldn't work with a man

You're right.

Litmus test: replace the woman (in this ad, or any other representation) with a man. Would it work?

A male VP would NEVER willingly lose his title.

of TX @ Jan 27, 2009 20:27:27 PM

methinks you should turn your hypervigilance down a notch.

Men and women are all dehumanised by the rat-race. This ad cleverly highlights this while happening to feature a woman. Maybe they think women are more open to the message? Its a bit of a stretch to suggest that someone is sending a message about the inadequacies of women though.

What do you want? A generic human being of indeterminate age, gender, ethnicity and socio-economic class may or may not benefit from a holiday somewhere that may or may not be Australia.

xoc of CA @ Jan 27, 2009 15:37:11 PM

It's an ad for a vacation.

We go on and on about how a woman's work is never done, about how women work harder n the office and at home for fewer rewards, etc., and how women are all stressed out.

It's an ad for a vacation - a time to de-stress

This is no worse than the "calgon - take me away" commercials.

C of TX @ Jan 27, 2009 12:05:45 PM

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Alpha Consumer

Alpha Consumer

Kimberly Palmer, senior editor for U.S. News & World Report, writes about how to save money, avoid scams, manage debt, and be a savvy shopper. Send your personal finance questions to her for expert money advice.


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