It's a paradox, but in countries where gender equality is high men and women actually tend to choose traditional male/female jobs, simply because that's what most people tend to choose if they can choose freely. In my EE class at university in Norway 3 out of a 100 students were women :(
I'm not sure what they're getting at with all the lipstick, blush, etc. throughout the video. It feels like they're saying 'Yea, you can be in a lab but you gotta be dressed unappropriately, preoccupied with cosmetics, don't touch anything and leave the real stuff to the men. Oh, and if you're good, we'll let you wear some of our eye protection!'
We all know that the strutting around from that video is not what we typically see in engineering schools and workplaces. But hey, don't get so irate, Sylvie! I've seen more than a few EE Times videos with very attractive EE Times reporters on them! So what, that should stop too? Nooo!
Nothing wrong with using attractive models -- most ads do, whether the models are male or female.
But seriously, the clothes, the shoes, the dancing and strutting? This looked more like a recruitment ad for a cosmetics company -- and not necessarily for recruiting STEM employees.
In lieu of equal time the male-dominated EC has a page profiling women in science, probably more appropriate to use in a marketing campaign to reach the young and get them interested in science, sans dancing music and high heels: http://science-girl-thing.eu/profiles-of-women-in-science#
But then who would pay attention in our visual impact world?
As a woman, I have no quarrel with showing beautiful women who like tech in an ad. The problem I have with this ad is that there is only one short scene that actually shows a woman DOING something technical.
There is an unfortunate stereotype (especially in the USA and Europe) that only unattractive people are interested in tech. Since most women want to be considered attractive this tends to discourage them from tech.
This ad may be an attempt to counter that but they should be able to do that without it coming across as sexist.
Like everything else, science shall never be connected to gender, imo. Although, in reality, there are more men than women in science and engineering, there have been outstanding women in these fields. As time goes, I am sure there will be more.
I don't understand what inspire EC to make the ad. Is there lack of women in science and engineering in European Countries? I think there has been lack of outstanding high school graduates choosing any subjects related to pure science and engineering. It may just be a cycle. Or it could be a more serious problem in the long run.
Well...at least the production value is good :)
From the thumbnail of the YouTube video...I thought this was from the 50's. You really want to meet the folks who do these things and look them in the eye and say "what exactly were you thinking?"
This reminds me of the Seinfeld episode when Jerry wanted to know what Elaine and her friend (a woman)did together one day:
Jerry: "What else did you two do?"
Elaine "Oh, you know, girly stuff."
Jerry: "So, uh, flower shows, shopping for pretty bows, then back to her place, strip down to bra and panties for a tickle fight."
Elaine: "That's really what you think girls do, isn't it?"
Jerry: "Yes, I do."
So...I doubt that any women were involved with the EC video. It was likely a few guys sitting around and one of them said..."HEY I've got an idea."