This clichéd and stereotyped video was published by the European Commission for a campaign designed to attract more women to a career in science. Based on the slogan “Science: it’s a girl’s thing” the commission said that the video had to “speak their language to get their attention”. But who´s language is that? This video with all its massages is a totally misunderstanding and miscommunication about women, science and – dear marketing experts – advertising. Because of countless concerns the EU Commission was withdrawn the video about “Europe’s next Top-Scientists”.
p.s. A similar example where marketer had a distorted image of women is the mailing from Lufthansa. Have a look: http://www.scilogs.de/wblogs/blog/sprachlog/kultur/2012-06-20/special-woman-sucht-kreditgeber