My line of reasoning went something like this (hastily translated into english).
Here’s my approach on the subject.
First impression is crucial. I ask myself two questions:
Is style more important than substance?
What is it that makes us see what we see?
Besides the never-ending question about style and substance, I will try to cast light upon prejudice, and tell the story about the mysterious Dr Fox.
But first I would like to tickle your fantasy with a riddle.
Can you solve this riddle?
A father and a son is sitting on a plane from Paris to London.
After a while the boy gets curious about what makes the plane fly. So the flight atten-dant takes him to the cockpit, where the pilot shows him all the spikes and instruments.
When the boy is satisfied and returned to his seat, the pilot leans towards the co-pilot and says proudly:
»That’s my son.«
Now, how’s this possible?
You failed because you’re a bigot!
The reason why many fail to see the solution is prejudice. And in this case it’s gender related.
The pilot is the boys mother.
I bet everyone in this room have precon-cieved opinions. And I’m pretty sure that there isn’t a single soul on this planet that are completely open-minded.
By preconcieved opinions I refer to stereo-typic opinions or sweeping generalizations
about a person, a group of people, a compa-ny, a football team, or a country, or whatever.
Most of us have been taught that prejudice restrict our thinking and our perception of reality – which of course is true. But few know that this coin also has a flip side, and I will elaborate on this later.
First I want to emphasize that prejudice is a reality for everybody who works in the com-munication business.
Why advertising is a prejudiced industry.
When we communicate we use style and substance. Style is everything that meats the
eye. By substance we refer to the content, or words. Which are always delivered with a certain tone of voice. Now, what do you think communicate most?
Is it the words?
Or is it the style, i.e. the body language?
Or is it the tone of voice?
Research shows that when people are communicating to each other, face to face, the words only constitue 7% of the communi-cation. The tone of voice makes for 38%. And