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Artists criticize blood emptiness professional education campaign

In the advertising spot, the masons carefully the last brick in his work. "Learn to Mason," says a voice. Then the karate fighter turns up and the building sm

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Artists criticize blood emptiness professional education campaign

In the advertising spot, the masons carefully the last brick in his work. "Learn to Mason," says a voice. Then the karate fighter turns up and the building smashes edge with his hand. "Will the karate teacher," says the voice, "pros get more."

The campaign comes from the state Secretariat for education, research and Innovation (SERI). You don't want to draw attention to the fact that the first training with an apprenticeship is not the end of the career. With the higher professional education, the universities of applied Sciences or of the Berufsmaturität with access to the University and the vocational education and training has long been permeable. This is to show the campaign with "a fine sense of humour", as it says on the relevant Website. The campaign has been running since 2013, the Budget for the last five years amounted to 5.8 million Swiss francs.

However, not all understand this Humor. "We doubt a long time of the Benefits of the campaign," says Marc Aurel Hunziker, vocational education and training Manager of the master builders Association. He finds them to be "drained of blood". You do advertising for the permeability of the vocational education and training, is in order. "But if it is then that good professions, such as masons, are poorly represented, we damage the vet, instead to underscore how attractive she is."The said Spot is suggesting that someone stay in the Mason profession, instead of being a karate instructor, was not a professional.

stones of contention: the advertising spot of the Federal government. Video: SERI (Youtube)

After all, so Hunziker, have to react, and later, in addition to the karate teacher the Baupolier brought. "That's what we want to show," says Hunziker. "The state Secretariat has spent a lot of money, but also learned." Similarly problematic, he finds the Slogans "learn electrical installer, will the event Manager" or "learn a computer scientist, become a zoologist."

the employers ' Association sees the campaign critical. "It must be ensured that no communicative devaluation of the professions is," says Nicole Meier, which is for vocational education. "Some of the Subjects contained in the beginning of academic degrees as a target value, to which the employer has expressed the Association's critical."A Subject was, for example, "learn Coiffeur, become a biologist."

Christine Davatz, Vice Director of the Swiss trade Association and responsible for the vocational education and training, behind the campaign is asking for quite some time. On the one hand, the effect of which had been evaluated never, on the other hand, the umbrella organisations of the economy had been included directly. "Although the Subjects were adapted thanks to our criticism of something, perhaps there are, however, better advertising opportunities for vocational education and training, as with this campaign," says Davatz.

the goal of the campaign is to bring according to Tiziana Fantini, spokeswoman for the state Secretariat, visitors to the campaign Website and campaign material for the actors of the vocational education and training, for example, in the case of business associations, to sell. This was succeeded, finds Fantini. "The click-through rates and time on site are high." Next year the campaign will be evaluated.

Harmful stereotypes

The campaign will be fully managed by the Federal government and then the economy just been made available, says Marc Aurel Hunziker from the Federation of master Builders. The vocational training law provides for it, in his view differently: "There is, that the Federal government supports the initiatives of the cantons and the organisations of the working world and not Vice versa." It was not the task of the state Secretariat, to lead campaigns, finds Hunziker.

The Secretary of state relies on a law article that allows the Federal government to promote the "Information" on vocational education"", to the extent that it is of "national importance". The economy will have the lead in the industry's own Campaigns, SERI spokeswoman Fantini. "The national campaign informs and sensitizes the General population about the wide range of possibilities offered by the vocational education and training." The campaign will be accompanied by a group of experts with representatives of the world of work and the cantons closely.

The Spot with the karate teacher has also drawn the criticism of the sponsorship of karate training on how the state writes Secretariat. In the Spot shown in "break test" is not a part of the examination. According to the Swiss Karate Association, the Spot could be used to reinforce a cliché, the Association would not identify. From marketing to technical reasons, the images would be used, however, says Fantini. On Tuesday was presented the latest Subject of the campaign, learn it a florist, is "become a fashion designer".

Created: 29.11.2019, 21:46 PM

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