comparison of the advertisement of Sweden and in Saudi Arabia
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Swedish furniture retailer IKEA is known for its similarity worldwide. But one nation notes the stark contrast between its IKEA ads and those seen in 37 other countries with IKEA stores: where are the women? The home goods company takes in the heat of Photoshopping, airbrushing, and otherwise deletes the photos of women in the Saudi Arabia version of their advertising catalog. Compared to two similar photos, Monday morning's edition of the free Swedish newspaper Metro revealed how the organization had removed the mother from the family toilet. In the Swedish version of the gloss free catalog, a private bathroom depicts a mother and father bathing their two young children. In the Saudi version, the situation is the same, but the mother has obviously been removed.
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