A funny spot about the Spanish Royal Academy (RAE) Posted by Magda on Nov 14, 2013 in Spanish Culture, Videos
Limpia, fija y da esplendor. Según lees esta frase, ¿qué piensas de ella? ¿Forma parte de un anuncio de detergente para lavavajillas o algo parecido? Podría ser… pero no.
“Limpia, fija y da esplendor” es el emblema de la Real Academia de la Lengua Española (RAE). Como seguro recordaréis, la Real Academia de la Lengua Española fue fundada en 1713 por el marqués de Villena con el propósito de preservar los cambios que sufriese el castellano. Trescientos años más tarde, ésta institución aún trabaja regulando el lenguaje Español, por lo que la Academia de Publicidad de España lanzó un anuncio muy especial en su honor. Es una parodia de los tradicionales anuncios de productos de limpieza, en la que podemos ver a un niño rompiendo una jarra de mermelada y a una madre regañando al chaval con un discurso lleno de errores tales como “estropiciar” en lugar de “estropear”, o fluoriescente” por “reluciente”. En este contexto, el diccionario de la RAE es considerado el salvador del lenguaje, limpiando todas sus imperfecciones.
La primera vez que vi el anuncio lo encontré bastante divertido y original, ya que lo percibí claramente como un chiste, pero para mi sorpresa leí que era considerado insultante y sexista porque presentaba a las mujeres como responsables del trabajo doméstico, perpetuando roles negativos y desigualdad de género. Así que tras ver el video me encantaría que me respondieseis a una pregunta: desde vuestro punto de vista, ¿es ofensivo para las mujeres, o tan solo una parodia?
Cleans, sets, and gives splendour. As you read this sentence, what do you think about it? Is it part of a dishwashing-up liquid advert, or something similar? It could be… but it is not.
“Cleans, sets, and gives splendour” is the motto of the Spanish Royal Academy(RAE). As you probably remember, the Real Academia de la Lengua Española (Royal Academy of the Spanish Language) was founded in 1713 by the Marquis of Villena with the purpose of preserving the changes made to the Spanish language. 300 years later, this institution still works regulating the Spanish language, so the Spanish Advertising Academy launched a very special advert in its honor. It is a parody of the traditional cleaning products´ TV commercials, where we can see a small boy breaking a jam jar, and a mother scolding the child with a speech full of errors such as “estropiciar” instead of “estropear” (break, damage) or “fluoriescente” for “reluciente” (shining). In this context, the RAE dictionary is considered the language savior, cleaning all its imperfections.
The first time I saw it I found it quite funny and refreshing because I perceived it clearly as a joke, but to my surprise I read it was considered as insulting and sexist because it presents women as responsible for house work, perpetuating negative stereotypes and gender inequality. So, after watching the video, I´d love you to answer me a question: from your perspective, is it offensive for women, or just a parody?
Build vocabulary, practice pronunciation, and more with Transparent Language Online. Available anytime, anywhere, on any device.
About the Author: Magda
Hi all! I’m Magda, a Spanish native speaker writing the culture posts in the Transparent Language Spanish blog. I have a Bachelor’s in English Philology and a Master’s in Linguistics and Literature from the University of Granada, in Spain. I have also completed a Postgraduate Certificate in Education, and then worked as an English teacher in several schools and academies for several years. Last year was my first at university level. In addition, I work as a private tutor, teaching English and Spanish as a foreign language to students and adults. In my free time, I’m an avid reader and writer, editing and collaborating in several literary blogs. I have published my first poetry book recently. And last but not least, I love photography!
Comments:
Mike:
Obviously, it is just a parody– but like any video-based messaging desiring to have public appeal, it captures societies gender stereotypes. As for the notion that it is somehow more insulting to women than it is to men — that clearly is a sexist viewpoint — as many stay-at-home fathers would be offended by the suggestion that cleaning up after a child is a woman’s domain.
Magda:
@Mike Very good point Mike, thanks for sharing!
Rod Stephens:
Clearly a parody; the implication is nothing to do with gender, it is obvious that the parody is based on the theory that that using the correct language will help to cure society’s ills. Obviously they have taken the “wait until your father gets home” element of chastising children as the basis for their humour.
Very importantly; it is at home that children first learn so much about life, correct use of language included.
A very funny, and harmless, way to highlight the point.
Did she use the incident to improve the child, well when she used the correct terminology he would haver learned something!
Sandra:
I didn’t find it offensive, just a funny way to illustrate a point about using correct language. Perhaps a little stereotypical but nothing worthy of considering “insulting”.
Magda:
Thank you all for sharing your opinions!