'We're Women ... We Get It.'
ABA Journal is reporting on the gender-charged ads recently rolled out by the all-female firm, Schroder Joseph & Associates LLP. The Buffalo, N.Y.-based boutique firm is now knee-deep in a gender stereotype controversy. Their response is of the "Can't you take a joke?" variety:
The "Ever Argue With a Woman?" ad is not intended to take jabs at men, [name partner Ginger] Schroder says. Critics are "taking themselves way too seriously. It was meant to be fun and thought-provoking; it's not meant to engender national debate on gender stereotypes."The ads were created by account executive Jennifer Dowdell of Business First magazine to aid the law firm's branding effort. All use the same color background and the same photos of those who work at the firm: three partners, one associate and one of counsel, and three paralegals. Men have worked at the firm as law clerks, but so far none who have been offered jobs there has accepted.
The firm has so far received positive feedback from clients and others who think the ads are funny, Schroder says.
The first ad in the series reads: "Labor Pains? Talk to us. (We're women ... We get it.)" A second ad reads: "Sexual Harassment, Performance Issues, Discrimination, Dismissals and Disputes ... (All in a day's work for us.)"
A new ad scheduled to run reads: "Advice, Protection, Guidance and Support ... When it comes to our clients, let's just say our maternal instincts take over."
Schroder says the ads are proof that lawyers can laugh at themselves. "A lot of people say lawyers don't have a sense of humor," she says. "I think that's wrong."
If you don't think it's funny, you don't have a sense of humor. Good reasoning.
We get most of the female stereotypes the firm employs, but "performance issues" may be more appropriate for the ad campaign of an all-male firm.
Firm's 'Ever Argue With a Woman?' Ad Provokes Debate on Stereotypes [ABA Journal]
All-female Buffalo law firm accentuates the feminine in its ads [Buffalo News]

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