Saturday, January 24, 2009
Today I want to talk about gender-specific marketing. I've noticed lately that a lot of advertising on television geared toward women seems to also include the ape-like bumbling husband or boyfriend that just "doesn't get it." Make no mistake that this mildly entertaining tactic is no different than any other ridiculous play at... that's right your (if you are female) EGO. Yes, for men the marketers can grab your inflated self-love by tapping simple carnal desires (girls, greasy food, alcohol, horsepower) or by challenging your manhood. For women, the subtle difference is that marketers have to appeal to your ego on a "relational" basis. And what better way in a 30-second spot than to have a drooling cretin to compare you to. YOU are rational and will buy this product. HE is a moron and does not even know about it. It seems then that women are more prone to appreciate compliments to their intelligence, judgment and wisdom. Or maybe the marketers know that many purchases that generally support family welfare or comfort MUST be left up to the women. Because, to some degree they are right. Why do we need "matching" towels and rugs? Why do we need two comforters, and fifteen pillows on the bed? Why do we need a variety of flavorings to add to our coffee when we are barely awake enough to pour it into a cup? I just don't get it...
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Let's take this a bit further. Why do we need guest towels that we can't use? Why do we need to see her 12 shades of lipstick and hear her in the background saying," Honey, I am going to spend 50 bucks on more make up I need." Then they follow it up with, " Honey, I don't have a space big enough to do my make-up in, my bathroom and office just aren't big enough."
ReplyDeleteThen we see marketers play on the vulnerability that they just aren't pretty enough, touting hair products that control frizz and keeping hair healthy. HAIR IS DEAD !!!!!!!!! Or even better, they go on about how their product is good for the environment. Just because some rabbit didn't die while making their crap, does not make it safe, it makes their eyes look droopy and such. All this advertising reminds me of the old joke," Honey, does this dress make me look fat?" " No honey, your fat makes you look fat." Which is the male version of if you want to look good, look good, don't cover it up, just go with it. Nothing you do to cover it up is going to work, work with what you have.
OK...im rambling...just ban me, LOL.