I recently read an article on Adweek.com that talked about the stereotypical role of women, not only in the real world but in the advertising world as well. Advertisers are called upon to project an image and when asked to portray a mom ad week says most companies substitute "one stereotype (the tireless, too-perfect suburban housewife) with another (the über-mom, juggling work and family while hardly breaking a sweat)."
We have come leaps and bounds from pervious stereotypes but these new ideal mom's can be just as limiting to the advertising world. Ad week praises companies like Huggies, Tide, and Target for their newest portrayal of women. Tide approached their somewhat difficult topic of women doing laundry but focusing on a more comical approach. Letting the women be responsible for the comedic turn of events was helpful in straying from the "laundry room" stereotype. Huggies has a commercial that is absent of typical crawling babies but instead flashes typical questions of expecting parents and directs them to huggies.com/answers. ""Utility and customization are going to win" for brands seeking to build relationships with busy female consumers, says Shaun Stripling." Lastly target also focuses more on social media asking their female consumers to partake in a twitter campaign called #everydayshow. This features comical photos of a somewhat "anti-modle" beautiful in her own way.
I think these new ideas are a great way to target a female audience and a much better way to portray a female presence. I believe these will all be very successful campaigns.
http://www.adweek.com/news/advertising-branding/courage-advertise-without-female-stereotypes-147484?page=2
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