{"id":5074,"date":"2013-04-29T16:00:00","date_gmt":"2013-04-29T15:00:00","guid":{"rendered":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/?p=5074"},"modified":"2013-04-21T23:36:59","modified_gmt":"2013-04-21T22:36:59","slug":"polticamente-incorrecto-y-discriminatorio","status":"publish","type":"post","link":"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/polticamente-incorrecto-y-discriminatorio\/","title":{"rendered":"Pol&iacute;ticamente incorrecto y discriminatorio"},"content":{"rendered":"<figure style=\"width: 650px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2013\/04\/incorrecto1.jpg?w=1140\"><figcaption class=\"wp-caption-text\">Publicidad Austral en la revista <em>Gente<\/em> del 27 de Septiembre de 1970 (imagen: archivo Pablo Luciano Potenze).<\/figcaption><\/figure>\n<p>En el imaginario de todos los pasajeros varones de la aviaci\u00f3n siempre hay, o hubo, una historia con las azafatas de sus vuelos. Tambi\u00e9n hay muchas historias que no son imaginarias y han dado lugar a entredichos diversos. En 1967 Trudy Baker y Rachel Jones, dos stewardess norteamericanas, escribieron un libro llamado <em>Coffee, tea or me?<\/em>, cuyo t\u00edtulo define bastante bien la problem\u00e1tica. Tuvo varias ediciones y versiones posteriores.  <\/p>\n<p>Las azafatas no son lo que los pasajeros se imaginan. Es un trabajo infernal, como todos los trabajos de ninguna parte. Algo puede inferirse del personaje de Catherine Zeta Jones en la pel\u00edcula de Spielberg <em>La Terminal (The Terminal)<\/em> de 2004 y, de otro modo, en la reciente serie Pan Am de 2011.  <\/p>\n<p>Pero el mito funciona, y Austral y ALA lo alimentaron varias veces.  <\/p>\n<p>Por diversas razones, algunas de ellas hist\u00f3ricas y gremiales, las cabinas de los servicios de cabotaje de Aerol\u00edneas Argentinas siempre tuvieron personal masculino y femenino. En Austral hubo exclusivamente mujeres. Por los mismos motivos, en la empresa estatal hab\u00eda gente de todas las edades, y las mujeres de Austral eran, en promedio, m\u00e1s j\u00f3venes. No recuerdo haberme dirigido jam\u00e1s a una azafata de Austral dici\u00e9ndole \u201cse\u00f1ora\u201d, pero s\u00ed sal\u00eda naturalmente decirlo con varias de Aerol\u00edneas Argentinas.  <\/p>\n<figure style=\"width: 650px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2013\/04\/incorrecto2.jpg?w=1140\"><figcaption class=\"wp-caption-text\">La compa\u00f1\u00eda insiste con esta estrafalaria campa\u00f1a publicitaria anunciando en la revista <em>Gente<\/em> el 26 de Noviembre de 1970 (imagen: archivo Pablo Luciano Potenze).<\/figcaption><\/figure>\n<p>Con estos antecedentes, en 1970, ALA y Austral decidieron impulsar el imaginario de los pasajeros \u2014ratonearlo, se dir\u00eda ahora\u2014 con una campa\u00f1a que incluy\u00f3 tres avisos en los que se trat\u00f3 de mostrar, muy suavemente, que sus \u201cchicas\u201d \u2014se us\u00f3 esa palabra\u2014 eran lindas y divertidas. En ese momento, gran parte, si no la mayor\u00eda, de los pasajeros de estas empresas eran hombres de negocios que, por ello, viajaban solos, sin censura a la vista.  <\/p>\n<p>La idea de la agencia Moreno Mac Donell ten\u00eda buenos fundamentos. Adem\u00e1s era un momento para atacar fuerte, porque Aerol\u00edneas Argentinas estaba poniendo en servicio el Boeing 737.  <\/p>\n<p>Hoy a ninguna empresa se le ocurrir\u00eda hacer publicidad diciendo que rechazan postulantes por ser zurdas, por ser \u201cantiguas\u201d, o por no saber que el cha cha cha pas\u00f3 de moda. Tampoco la sociedad ver\u00eda con buenos ojos una campa\u00f1a en la que se mostraran las piernas de las empleadas, destacando su belleza (usando la palabra \u201cid\u00f3neas\u201d), y de paso sus minifaldas.  <\/p>\n<p>Sencillamente porque se le vendr\u00edan encima las organizaciones de derechos humanos, las feministas y muchos otros sectores de opini\u00f3n. Eventualmente, adem\u00e1s, tendr\u00edan que enfrentar leyes contra la discriminaci\u00f3n.  <\/p>\n<p>Esta campa\u00f1a, que fue la \u00faltima que el grupo hizo como dos empresas separadas antes de la fusi\u00f3n en Austral L\u00edneas A\u00e9reas, incluy\u00f3 muchos temas. Otro ejemplo puede verse en <a title=\"Texto de Pablo Luciano Potenze\" href=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/?p=711\" target=\"_blank\">ALA y Austral: El rey de la ruta<\/a>.  <\/p>\n<figure style=\"width: 650px\" class=\"wp-caption aligncenter\"><img data-recalc-dims=\"1\" decoding=\"async\" src=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2013\/04\/incorrecto3.jpg?w=1140\"><figcaption class=\"wp-caption-text\">Los l\u00edmites de lo admisible se alcanzan con esta propaganda publicada tambi\u00e9n en la revista <em>Gente<\/em> en 1970. Aqu\u00ed el tufillo pol\u00edtico del anuncio, se mezcla con el pertinaz destrato a la mujer trabajadora (imagen: archivo Pablo Luciano Potenze).<\/figcaption><\/figure>\n<hr>\n","protected":false},"excerpt":{"rendered":"<p>En ocasiones se lanzan campa\u00f1as publicitarias erradas, que no solo desprestigian al propio anunciante, sino que tambi\u00e9n favorecen a los competidores. El mundo de la aviaci\u00f3n no est\u00e1 exento de caer en esos errores, y sin duda Austral-ALA protagonizo una muy desafortunada promoci\u00f3n en 1970. Hay que entender el momento hist\u00f3rico que atravesaba Argentina en aquel momento, las aerol\u00edneas, su competencia, la sociedad, la pol\u00edtica, etc. Pero todo ello no es atenuante para quienes se embarcaron en una campa\u00f1a tan audaz como desafortunada.<\/p>\n","protected":false},"author":3,"featured_media":5082,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[3],"tags":[18],"class_list":["post-5074","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-transporte","tag-entre-lineas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Pol&iacute;ticamente incorrecto y discriminatorio - Gaceta Aeronautica<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/polticamente-incorrecto-y-discriminatorio\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Pol&iacute;ticamente incorrecto y discriminatorio - Gaceta Aeronautica\" \/>\n<meta property=\"og:description\" content=\"En ocasiones se lanzan campa\u00f1as publicitarias erradas, que no solo desprestigian al propio anunciante, sino que tambi\u00e9n favorecen a los competidores. El mundo de la aviaci\u00f3n no est\u00e1 exento de caer en esos errores, y sin duda Austral-ALA protagonizo una muy desafortunada promoci\u00f3n en 1970. Hay que entender el momento hist\u00f3rico que atravesaba Argentina en aquel momento, las aerol\u00edneas, su competencia, la sociedad, la pol\u00edtica, etc. Pero todo ello no es atenuante para quienes se embarcaron en una campa\u00f1a tan audaz como desafortunada.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.gacetaeronautica.com\/gaceta\/wp-101\/polticamente-incorrecto-y-discriminatorio\/\" \/>\n<meta property=\"og:site_name\" content=\"Gaceta Aeronautica\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Gaceta-Aeronautica-116866231657967\/\" \/>\n<meta property=\"article:published_time\" content=\"2013-04-29T15:00:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/i0.wp.com\/www.gacetaeronautica.com\/gaceta\/wp-101\/wp-content\/uploads\/2013\/04\/incorrecto0.jpg?fit=500%2C680&ssl=1\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"680\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Pablo Luciano Potenze\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@gacetaeronautic\" \/>\n<meta name=\"twitter:site\" content=\"@gacetaeronautic\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Pablo Luciano Potenze\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/polticamente-incorrecto-y-discriminatorio\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/polticamente-incorrecto-y-discriminatorio\\\/\"},\"author\":{\"name\":\"Pablo Luciano Potenze\",\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/#\\\/schema\\\/person\\\/d8199b178418aa4d0541dc5650dc0162\"},\"headline\":\"Pol&iacute;ticamente incorrecto y discriminatorio\",\"datePublished\":\"2013-04-29T15:00:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/polticamente-incorrecto-y-discriminatorio\\\/\"},\"wordCount\":577,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/polticamente-incorrecto-y-discriminatorio\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/i0.wp.com\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/wp-content\\\/uploads\\\/2013\\\/04\\\/incorrecto0.jpg?fit=500%2C680&ssl=1\",\"keywords\":[\"Entre L\u00edneas\"],\"articleSection\":[\"Transporte aerocomercial\"],\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/polticamente-incorrecto-y-discriminatorio\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/polticamente-incorrecto-y-discriminatorio\\\/\",\"url\":\"https:\\\/\\\/www.gacetaeronautica.com\\\/gaceta\\\/wp-101\\\/polticamente-incorrecto-y-discriminatorio\\\/\",\"name\":\"Pol&iacute;ticamente incorrecto y discriminatorio - 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El mundo de la aviaci\u00f3n no est\u00e1 exento de caer en esos errores, y sin duda Austral-ALA protagonizo una muy desafortunada promoci\u00f3n en 1970. 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