: IKEA Regrets Cutting Women From Saudi Ad - Case Study Example

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The comparison of the Saudi and Swedish version of the catalogue showed that a female image was deleted from the catalogue. The catalogues were both in soft copy and printed…
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Case Study: IKEA Regrets Cutting Women From Saudi Ad
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Download file to see previous pages Despite the sidelining act being a standard norm in the society with few advertisements featuring women, the IKEA case got much attention. The woman image’s airbrushing went viral afterwards with both local and international newspapers talking about it. The civil society engaged in the condemning of the act making the company apologize. The pressure made IKEA release a press apology stating; ""We should have reacted and realized that excluding women from the Saudi Arabian version of the catalogue is in conflict with the IKEA Group values.” (Quine & Agencies, 2012)
The central problem facing IKEA is the act of sidelining women in the advertisement catalogue. The company is seen to have engaged in the Saudi practices that believe the public domain is not for women. The act has painted the company to be gender insensitive with women being the victims. More so, it is seen to promote the Saudis culture of women being treated as second-hand beings. Undoubtedly, the company’s act is worse since it excluded the women altogether compared to other adverts that frequently encompass them in scarves and long dresses (Riach & Rich, 1995).
The main sections of the project will be, firstly the introduction of the topic of discussion. The second part will entail the background of the topic, followed by the debate of the issue itself. The next section will be the summarization of the whole project then conclusion. Lastly, reference section will cover the final part of the paper with all the literature used indicated on it.
The stakeholders involved in the case study are majorly the company, the Islamic religious groups, women and the women’s sympathizer entities. The problem of the company is sidelining women in the catalogue advertisement making it infamous in the international market. The goal of the company is to gain back the public trust and reform its image as an ...Download file to see next pagesRead More
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