scan of ad from ‘ihre-versicherer.de’, ‘And What`s The Most Important For You In Life?’, published in Spiegel
This ad of ‘Ihre Deutschen Versicherer’ (Your German Insurance) conveys the impression of showing different people of contemporary German society. At a first glance, the images present a side by side of young and old, women and men. But a closer look reveals stereotypical structures: From all together six people shown, two of them are women. That`s less than half of it or 33,3%. A remarkable percentage, regarding the fact, that Germany has 82,5 million inhabitants, 42,2 of them are female.
One of the women already has family, the other one is dreaming of a house and kids – what else should they be dreaming of?! Both are hetero-sexual as the drawings they show reveal. Last but not least, career-making belongs to young and energized men only.