Scottish independence: ‘Patronising’ Better Together ad campaign takes internet roasting
TV ad designed to appeal to undecided women voters condemned as sexist, new meme explodes online
Surely, the people behind the Better Together advertising campaign could have seen this coming?
In an attempt to target undecided female voters, the 'No' campaign took all the key issues about next month's independence vote that it claims matter to women, and attempted to address them in a video entitled “The woman who made up her mind”.
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Unfortunately, having a fictional mother sitting at a kitchen table, holding a mug of tea, and talking about how her husband bothers her about politics when she isn’t afforded a lot of “time to think”, has not gone down particularly well.
“My Paul is worse than the telly these days. He will not leave off about the referendum! He started again first thing this morning; ‘Have you made a decision yet?’ I was like, ‘It’s too early to be discussing politics, you eat your cereal’,” is just one of the lines that has offended people.
The ad, which campaign director Blair McDougall claim uses words “taken verbatim from conversations on doorstops with undecided women voters,” and from the “opinion of women in dozens of focus groups around the country,” has certainly raised awareness of the Better Together campaign, but perhaps not for the reasons it had hoped.
Instead, people who feel offended by the ad have taken to Twitter under the hashtag #PatronisingBTLady and, in the same way that Cameron’s 2010 election posters were turned into the “Airbrushed for change” meme, the Better Together campaign has been given a similar treatment – and the ‘Yes’ supporters have been retweeting them as much as possible.
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