{"id":49992,"date":"2021-11-30T12:47:00","date_gmt":"2021-11-30T11:47:00","guid":{"rendered":"https:\/\/www.greenpeace.org\/denmark\/?p=49992"},"modified":"2025-07-02T09:27:08","modified_gmt":"2025-07-02T07:27:08","slug":"koedreklamer-spiller-typisk-paa-maskulinitet-traditionelle-koensroller-og-nationalfoelelse-viser-greenpeace-rapport-2","status":"publish","type":"post","link":"https:\/\/www.greenpeace.org\/denmark\/pressemeddelelse\/landbrug\/koedreklamer-spiller-typisk-paa-maskulinitet-traditionelle-koensroller-og-nationalfoelelse-viser-greenpeace-rapport-2\/","title":{"rendered":"K\u00f8dreklamer spiller typisk p\u00e5 maskulinitet, traditionelle k\u00f8nsroller og nationalf\u00f8lelse, viser Greenpeace-rapport"},"content":{"rendered":"\n<p>En langsk\u00e6gget fyr i overalls \u00e5bner madkassen og ser en seddel fra k\u00e6resten med teksten \u201csweetheart\u201d. Men til skr\u00e6k og r\u00e6dsel ser han derefter madkassens indhold: Salat! Herefter g\u00e5r alle p\u00e5 kontoret amok i panik-stemning, mens h\u00f8jlydte alarm-sirener bl\u00e6ser ud af h\u00f8jtalerne. Der falder dog et stykke rugbr\u00f8d ned fra himlen, og en speak beroliger gutterne (og seerne): \u201cEasy. Stryhns. Danish liver pat\u00e9. Mmmmm. Food for real men!\u201d<\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/6kSjvNlEih_VbifjbHmYnhV7pzlc2tfAscIzbWv_LNlq_8KdXrl68NybxN57sIPbrp0yQnvc3ycmmILX7l8j8uLxWEbHBVAtte7C8srFCIK3klKp-SgMoKRzpYPzXfH8E3MTKlGZ\" alt=\"\"\/><\/figure>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/3klmOOP5P5d-ClY77lSZzcN2or4-MfJ_xVWY12AuNyzGpDThOOGtFTtiYJfeKao7K2_6VVmausOi97pkRzz4ONgzp4WO4WY36lajSxxHdO4oJ6UywhT3l0A-djoebwsU3hYJAdVv\" alt=\"\"\/><\/figure>\n\n<p><a href=\"https:\/\/www.youtube.com\/watch?v=w22rCmYmGdg\">Reklamen<\/a>&nbsp;fra Stryhns er et godt eksempel p\u00e5, hvordan den europ\u00e6iske k\u00f8dindustri markedsf\u00f8rer k\u00f8d i disse \u00e5r. Europ\u00e6iske k\u00f8dreklamer er nemlig proppet med de samme underliggende budskaber, s\u00e5som at \u2018gode kvinder serverer k\u00f8d\u201d, \u2018k\u00f8d er maskulint\u2019 og \u2018k\u00f8d er forbundet med national identitet\u2019\u2019. Det viser en&nbsp;<a href=\"https:\/\/docs.google.com\/document\/d\/1jpoFiJR9tKjihkbgHSwDD-jnMNsCx2J-\/edit\">ny rapport<\/a>&nbsp;fra Greenpeace i Danmark, som er forfattet af eksperter i&nbsp;<a href=\"https:\/\/denstoredanske.lex.dk\/semiotik\">semiotik.&nbsp;<\/a>&nbsp;Vi har ogs\u00e5 lanceret&nbsp;<a href=\"https:\/\/www.greenpeace.org\/denmark\/7-myter-i-reklamer-for-koed\/\">denne hjemmeside<\/a>&nbsp;om rapporten.&nbsp;<\/p>\n\n<p>Rapporten er fuld af lignende eksempler, som jeg t\u00e6nkte, kunne danne ramme om en god artikel\/indslag hos jer. Projektlederen for Greenpeaces landbrugsarbejde, Kristine Clement, er rigtig godt inde i rapporten og stiller gerne op til interview og gennemg\u00e5r de eksempler, I har lyst til at dykke ned i, og forklarer, hvorfor Greenpeace mener, at k\u00f8dreklamerne er et problem.&nbsp;<\/p>\n\n<p><em><strong>Mere info om rapporten<\/strong><\/em><br>Rapporten, Sk\u00e5ret ind til benet: 7 myter i reklamer for k\u00f8d, har analyseret 51 k\u00f8d-brands &#8211; blandt andet fra Danish Crown, Stryhns og Landbrug &amp; F\u00f8devarer, og identificerer syv gennemg\u00e5ende myter i nutidens markedsf\u00f8ringen af k\u00f8d:<\/p>\n\n<ul class=\"wp-block-list\">\n<li>K\u00f8d er en del af klimal\u00f8sningen, ikke problemet<\/li>\n\n\n\n<li>K\u00f8d er godt for dig<\/li>\n\n\n\n<li>K\u00f8d g\u00f8r dig mere mand<\/li>\n\n\n\n<li>Gode kvinder tilbereder og serverer k\u00f8d til deres familie<\/li>\n\n\n\n<li>At spise k\u00f8d er forbundet med national identiet<\/li>\n\n\n\n<li>At spise k\u00f8d bringer mennesker sammen<\/li>\n\n\n\n<li>At spise k\u00f8d handler om frihed, valg og individualitet<\/li>\n<\/ul>\n\n<h2 class=\"wp-block-heading\">Her er nogle eksempler<\/h2>\n\n<h2 class=\"wp-block-heading\">K\u00f8d er en del af klimal\u00f8sningen<\/h2>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/EdWfm3-X-_S8CFYOEjXeh7qrUx-I_SYRExLIaDqMdOxG_IITBSSIVjVyB90SnB7RNT0GHxry8OnnEGmpmJopYW-o1FIPwJRnHAp_XBL_RT7zfzs0msqg0mSfDAy2KbPBGe-sUrUj\" alt=\"\"\/><\/figure>\n\n<p>Danish Crown, Danmark&nbsp;<\/p>\n\n<p>(OBS: Kampagnen er trukket tilbage efter kritik fra bl.a. Greenpeace)<\/p>\n\n<h2 class=\"wp-block-heading\">K\u00f8d g\u00f8r dig mere mand<\/h2>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/-P2aAvEnD4QAgj620Y5XNDRezTdfkjEKWiSv2UQOYA1t1w12l77gNnUQLp1kudTjZcCtRWMI2VrU6OEAPIJco8j0LE86bYQADfxRbcGcTymukzVQQpFx8b0k2Hvyvx88NhYRwDm1\" alt=\"\"\/><\/figure>\n\n<p>G\u00f8l, Danmark&nbsp;<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.youtube.com\/watch?v=Q6SPRqu42LI&#038;t=18s\n<\/div><\/figure>\n\n<h2 class=\"wp-block-heading\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/FIXbW8TM1LyiW86WtKxk5bnn7daelddNUGn6-vVhtIkfKhbpQnkDaSPNAUyoCIatAcQWUcqlKv7rxubfkWF32dWwz-MINNwh004pZ7GVKieXcmFuaNWwmbLJ1uOSS49nuT2fVggp\" alt=\"Screenshot 2021-06-27 at 16.58.14.png\" width=\"411\" height=\"228\"><\/h2>\n\n<p>Reklame fra Tyskland&nbsp;<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.youtube.com\/watch?v=XwhdFlSdIRs\n<\/div><\/figure>\n\n<h2 class=\"wp-block-heading\">K\u00f8d er forbundet med national identitet<\/h2>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/88X3M7wkXnFOfM7RD7Jgv2FSzktvXSfiwHwWKJQ08iOKvVbFY27IOyjiBU0hcylyQxgABQsIcGblHeir73uk_BDHw83YImROUYs4AGuSIURRprN7cdDvwThY7lfJeykcVpYT81SG\" alt=\"\"\/><\/figure>\n\n<p>Danish Crown, Danmark&nbsp;<a href=\"https:\/\/www.danishcrown.com\/da-dk\/baeredygtighed\/klimafremskridt-for-danske-grise\/klimakontrolleret-gris-fra-vores-danske-landmaend\/\">https:\/\/www.danishcrown.com\/da-dk\/baeredygtighed\/klimafremskridt-for-danske-grise\/klimakontrolleret-gris-fra-vores-danske-landmaend\/<\/a><\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/HVKnM0_GkyBifBMKUGfNPFWELfSakrVTKDwfGvna7SGtl6UOVkYmS-SwdZcUEtKsfw-aZt8lUc7-PCOpR3l3WScyJMYiydC4IJkB5sMsAiNMM6_MbAbRq29gZSSU5MvcREjm3CRk\" alt=\"Screenshot 2021-09-23 at 12.12.47.png\"\/><\/figure>\n\n<p>Reklame fra Frankrig<\/p>\n\n<h2 class=\"wp-block-heading\"><a href=\"https:\/\/www.youtube.com\/watch?v=_bPdrPfIqtI\">https:\/\/www.youtube.com\/watch?v=_bPdrPfIqtI<\/a><\/h2>\n\n<h2 class=\"wp-block-heading\">K\u00f8d er godt for dig&nbsp;<\/h2>\n\n<h2 class=\"wp-block-heading\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/qS0cO1s64QbQJ4zBtzfpdhm6qybyu1-oek6gc_4G3OE7Jibx3Ud9zDvMgNFtpxxYcESB43SV69N1HA4ArCAn2sYAz6M_1rOWiFAfbwFrtdXaU1N9eNxtbHeBB1T3RK4E6kyCB4MY\" alt=\"Screenshot 2021-08-30 at 15.04.50.png\" width=\"556\" height=\"232\"><\/h2>\n\n<p>Reklame fra Spanien&nbsp;<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"Espetec Casa Tarradellas\" src=\"https:\/\/player.vimeo.com\/video\/528274681?dnt=1&amp;app_id=122963\" width=\"500\" height=\"281\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write\"><\/iframe>\n<\/div><\/figure>\n\n<p><strong>Gode kvinder serverer k\u00f8d til familien<\/strong><\/p>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/3b8uS75XQMEW5pTGlUCRatf7U347cAxJDjLzdKk4XbjbbRN9BuoVuSBxLiWJyirRa9_I0yxhwtC3j3NwLVcZCJ-5KxOpB1yXSYwIp-cOXv6K2MRS9JInpE65937Thf0k8qXlSr8b\" alt=\"\"\/><\/figure>\n\n<p>Danish Crown, Danmark&nbsp;<\/p>\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\nhttps:\/\/www.youtube.com\/watch?v=bDeT1KsMfgc\n<\/div><\/figure>\n\n<h2 class=\"wp-block-heading\">At spise k\u00f8d handler om frihed og individualisme<\/h2>\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/d4l2_HtxAGM6LNSx8RDkR2VyJ-LHUuPnB7kG0TbHKXucqzINuznlvjeKCGrT2HFwAPBhzMBR8zYdMYbpjKfnuGeysLFXW9O-5iZSageS8ayZ-_H3tRu3RdkT0DPYdKxLvgaGNSY9\" alt=\"\"\/><\/figure>\n\n<p>Reklame fra Frankrig<\/p>\n\n<p><strong>Kristine Clement, kampagneleder for landbrug og skov i Greenpeace, +45 52 19 12 91, udtaler:<\/strong><\/p>\n\n<p>\u201cMens de videnskabelige anbefalinger er klare: Vi bliver n\u00f8dt til at sk\u00e6re ned p\u00e5 k\u00f8d b\u00e5de for vores eget helbreds, naturens og klimaets skyld, forts\u00e6tter k\u00f8dindustrien med at lave store reklamekampagner, der er designet til i stedet at manipulere befolkningen til at \u00f8ge k\u00f8dforbruget. Hvis vi skal have nogen som helst chance for at lykkes med den gr\u00f8nne omstilling af vores spisevaner, er det n\u00f8dvendigt, at politikerne begynder at begr\u00e6nse k\u00f8dindustriens spillerum,\u201d siger Kristine Clement, kampagneleder for landbrug og skov i Greenpeace, og forts\u00e6tter:<\/p>\n\n<p>\u201cDanskerne er et af de folkef\u00e6rd i verden, der spiser mest k\u00f8d. Vores k\u00f8dforbrug er dybt indlejret i vores kultur. Samtidig er det efterh\u00e5nden h\u00e6vet over enhver tvivl, at det er skadeligt for vores helbred, og vi ved, at det g\u00e5r ud over fremtidige generationers mulighed for at trives. Det kan vi ikke blive ved med at lukke \u00f8jnene over for.\u201d<\/p>\n\n<p>Greenpeace l\u00e6gger med rapporten op til debat om myterne i k\u00f8dindustriens markedsf\u00f8ring, der synes allestedsn\u00e6rv\u00e6rende, og som er en stopklods for den gr\u00f8nne omstilling. K\u00f8dspisning er dybt indlejret i vores kultur, hvilket blandt andet skyldes industriens konstante indsats for at g\u00f8re k\u00f8dspisning til en del af vores identitet.&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En langsk\u00e6gget fyr i overalls \u00e5bner madkassen og ser en seddel fra k\u00e6resten med teksten \u201csweetheart\u201d. Men til skr\u00e6k og r\u00e6dsel ser han derefter madkassens indhold: Salat! Herefter g\u00e5r alle&hellip;<\/p>\n","protected":false},"author":77,"featured_media":49552,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"ep_exclude_from_search":false,"p4_og_title":"","p4_og_description":"","p4_og_image":"","p4_og_image_id":"","p4_seo_canonical_url":"","p4_campaign_name":"not set","p4_local_project":"not set","p4_basket_name":"not set","p4_department":"","footnotes":""},"categories":[3],"tags":[26],"p4-page-type":[14],"class_list":["post-49992","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-landbrug","tag-koedproduktion","p4-page-type-pressemeddelelse"],"_links":{"self":[{"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/posts\/49992","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/users\/77"}],"replies":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/comments?post=49992"}],"version-history":[{"count":4,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/posts\/49992\/revisions"}],"predecessor-version":[{"id":65751,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/posts\/49992\/revisions\/65751"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/media\/49552"}],"wp:attachment":[{"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/media?parent=49992"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/categories?post=49992"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/tags?post=49992"},{"taxonomy":"p4-page-type","embeddable":true,"href":"https:\/\/www.greenpeace.org\/denmark\/wp-json\/wp\/v2\/p4-page-type?post=49992"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}