Those first young men, the pioneers, the aviators. Building superhighways in an unknown sky. Leaving wives and children in their snug homes with just a kiss and a promise to return. Roaring into the clouds to battle wind and stars. Their safety system built of brain and heart. They landed where there were no lights. Transforming strange names from tall tales into pictures on postcards home. And those next young men, travelling further, faster, higher then any in history, are the ones that followed them. Who skimmed the edge of space, the edge of heaven, the edge of dreams. And we follow them up there, to live by an unbreakable promise. The same four words stitched into every uniform of every Captain that takes their command: To fly. To serve.
In another example of gendered marketing, German airline Lufthansa recently mailed ads to male customers, encouraging them to sign up for a new credit card. Nothing particularly out of the ordinary there, but the ad campaign, sent to us by Katrin, drew a lot of attention — and criticism — because the credit card in question wasn’t for the men themselves, but for their female partners. The Women’s Special card was offered as an add-on to male frequent fliers who have a Lufthansa Miles-and-More account:
Written as a letter from a woman to her male partner, many felt the ad reinforced stereotypes of female dependence and consumerism. Katrin provided a translation:
Dear Honey,The feeling that I am the most important thing in your life is wonderful for me. We are bound together by so many unforgettable moments. During which you again and again had a great feel for how to make me happy. Now I have a small plea: There is a Woman’s Special partner card to your Miles & More credit card which offers real benefits. With it I will even be invited to exclusive events and will take part in great surprise activities. And the best part: I’ll get a 2-year-subscription to VOGUE magazine, Myself or to the Architectural Digest as a gift. You know how much I like browsing these kind of magazines… Of course I also want to collect miles with my credit card, just like you, which we can then redeem for a nice trip together- maybe to Paris! It would make me very happy if you could apply for this partner card for me: www.womans-card.deThousand times thank you,Your Special Woman