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BRITISH & ROMANINAN COMMERCIAL COMPARISON

Meet Mrs. Claus is this years Marks and Spencer TV commercial. It presents a
modern twist on the much-loved character, Mrs. Claus. This commercial is not a usual
one, even if is it doesnt lack that festive, jolly atmosphere. The way Mrs. Claus is
portrayed in this outstanding ad is an ordinary middle-aged woman in her fifties and as
somebody utterly extraordinary (she is no ordinary wife). The perspective they are
underlining in this TVC is that no wife, no woman is ordinary. This ad was launched in a
fragile social time (influential political figures have spoken against the on-going feminist
move). This British ad admirably stand for womens and humans right in a subtle,
British way. This wife is patently more interesting and daring than her husband is
even though her husband happens to be the world-famous Father Christmas. She is the
hero of this Christmas even if her husband is the world-famous Father Christmas. The
commercial depicts how our dear Santa is not able to organize Christmas so his wife,
who becomes sort-of a Christmassy version of James Bond takes the lead. She wears
stylish, masculine glasses and an elegant selection of red outfits. Using a high-tech
mirror/computer screen and light-up map, Mrs. Claus helps out children who need a
special act of kindness on December 25th. Another important aspect of this well
executed TVC is represented by the gifts Mrs. Christmas is giving to the children (most
importantly to little girls, as feminism is the key subject- even if hidden- of the
commercial). And what present do we see Mrs. Claus delivering to young Londoner
Anna in the advert? A pair of bright red trainers. Not a cuddly toy, or a doll, or a selfie
stick. This British commercial points that gender equality should be a reality as well as a
subject that should benefit from more visibility in the media.

Teodoroiu Ioana
Anul II, Publicitate, Grupa II
ioana.teodoroiu25@gmail.com
TRANSLATION- VOCABULARY
From Giving it away

De fapt, s-i plteti pe oameni n fucnie de ct valoareaz nu este mereu suficient.


Desi in anii 80 managerii se ndrgostiser de acest metod de plat n funcie de
performan, multi manageri se ntorc mpotriva ei, plngndu-se c este mult prea
scump (salariile tindeau s creasc, nu s scad), stngace (n multe domenii oamenii
nu se puteau pune de acord despre ce nseamn o perfoman bun) i
demoralizatoare (ctigtorii aveau o bucurie parial, n timp ce cei defavorizai cdeau
ntr-o tristee permanent). Cadourile, pe de alt parte par s permit s-i ari
aprecierea pentru munca unei persoane fr s enerveze pe altcineva. i acestea sunt
de obicei destul de ieftine.

Teodoroiu Ioana
Anul II, Publicitate, Grupa II
ioana.teodoroiu25@gmail.com