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Thursday, December 09, 2010

Advertising to Charedim

Ynet has a very interesting article on the subject Tapping into haredi ad market

This is a good follow on to my post from a few days ago.

One of the most interesting points is all of the restrictions.

The restrictions in the ultra-Orthodox advertising world are many and varied. Every newspaper has its own Rabbis committee and a head censor who works for them called 'the auditor'. His is in charge of making sure the content published in the newspaper is suitable for the readers' moral values. He approves or disqualifies commercials and makes sure they are photo-shopped, incase there is any hint of femininity.
Women are not allowed to be shown at all, not even little girls. "We take security precautions because man is born evil," explains Eitan Dovkin, director of Habetzefer's haredi satellite. Publishing women's first names is also not allowed. For example, the opposition leader Tzipi Livni is referred to as Mrs. Livni and pregnancy is referred to as "the time before giving birth" or "when you are expecting". 

...
"Using only the Yiddish language is not a good idea and neither is showing a skullcap in every situation. An ultra-Orthodox watching a doctor with a skullcap will think: 'Do they think I'm stupid? My doctor is secular", says Menachem Eichler, co-CEO Cultures McCann for the ultra-Orthodox sector.
 

1 Comments:

At 6:26 PM, Blogger Mississippi Fred MacDowell said...

>An ultra-Orthodox watching a doctor with a skullcap will think: 'Do they think I'm stupid? My doctor is secular", says Menachem Eichler, co-CEO Cultures McCann for the ultra-Orthodox sector.

Perhaps he should read your post of the other day.

 

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