Lidl the German discount retailer latest advertising campaign has become mired in controversy. It introduced a mixed – race couple, a man from Brazil and a woman originally from Ireland, they wouldn’t be representative of Lidl shoppers but Lidl chose them for their ad campaign – Save money by shopping at Lidl. They are represented as the “Ryans” despite its the woman whose surname is Ryan and not the man’s, this is against tradition as well. My objection is there are taking a swipe at Irish men trying to suggest we are unfit for breeding and foreign men are better, its prima nocta by any name whilst Irish men are made to pay for the child benefit and possibly the lone parents allowance as well.

Also I nearly sure its not the first time that Lidl has made a advertisement of this nature, they seem to be made by women as the advertisements are never the other way around (Irishwomen don’t “stick” it to themselves that’s for sure). Further more a tweet made by former Irish Independent Gemma O’ Doherty was pulled by Twitter after objections made by the couple.

Maybe what people are objecting to is the “Social engineering” the ad makers are trying to do, portraying it as being acceptable and the “new normal”. Maybe Lidl would stick to its lower end of the groceries market and leave the social engineering to some one else or ask people if they want it.

 

 

 

 

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