Advertising to Women

Written by Rose

I’ve got a peeve:

Although I’ve been in Marketing for nearly 15 years,  I’m pretty disgusted whenever I watch TV or flip through a magazine; 99.9% of the ads I see are designed to prey upon our fears, our weaknesses, and our self-esteem.

Whether you’re a man or a woman, Madison Avenue and Hollywood are the immortal “Wonder Twins” whose super-powers are forever united to focus our attention on our “flaws” and, since women outnumber men almost 2 to 1 when it comes to retail and direct-to-consumer shopping, guess what ladies?

Madison Avenue and Hollywood work hard to show us how to be and look like the perfect shopper: one whose self-esteem commands her wallet.  Ew, right?  American dream? Or bad news for our girls/young women/older women between the ages of 45 and 64?

But wait… I’m also here to tell you that “good advertising”  is not an oxymoron.  Yes, Virginia, it DOES exist! It’s rarer than a clean biker in the Tour de France, but I’ve found proof!

I’m a believer that consumer advertising can be powerful (arguably more powerful) when it uses its power to spread a little joy instead of “fear”  and addresses women of all ages with powerful messages about our strengths instead of “preying” upon them.

Check this out- I love it and I invite each of you to pass it on.

1 comment for “Advertising to Women

  1. Cathy
    September 22, 2012 at 8:38 am

    Love this! Thanks for finding Dove advertising that encourages self acceptance and celebration!

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