The notorious lowcost airline is used to communicate in an alternative way to attract media attention, just like RyanAir, one of its direct competitors, does. In recent days, Italian public attention was focused on a controversy between the politician Carlo Giovanardi and both Ikea and EasyJet.
First things first, April 23, 2011 Giovanardi argues against the gay-friendly advertisment of Ikea, stating: "The term family used by the multinational is against Italian Constitution, because it is meant for only a couple formed by the marriage between a man and a woman".
The advertisment shows a back view of two men holding hands, above them the slogan: "We are open to all families.". At the bottom, below the photo, there's a sign where the Swedish giant explains: "Ikea is in line with you: family is the most important thing." and it points out :"what we try to do is making life more comfrotable for every person, every family and every couple, whoever they are."
A few days later the EasyJet airline uses the same type of communication, though the image used is very different: a family portrait whose members are plastic fins, obviously orange like the color of the company. On each of them, the name of a seaside resort reachable by plane, such as Majorca, Athens and Malta. But the fin kick comes with the slogan: "We hope Giovanardi likes this family.".
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