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And, is being beautiful and caring for your man's needs really a bad thing? Should women who have put the work in to be skinny and beautiful be shamed for it instead of rewarded? Back when Gillette didn't suck and made sharp razors: https://c1.staticflickr.com/7/6205/6...08c2b9ee_b.jpg |
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But I'm not the target market here. They're trying to hook a younger generation who cares deeply about social issues and haven't developed strong brand loyalty yet. As you said, they're not going to lose people from this because people either like the product or don't at this point. Raising awareness and brand recognition among younger people is the goal, and the more discussion about it, the better they see it. Here's a graph of how many people have searched for "Gillette" on Google over the past 15 years. Yeah, I think they're happy. <script type="text/javascript" src="https://ssl.gstatic.com/trends_nrtr/1709_RC01/embed_loader.js"></script> <script type="text/javascript"> trends.embed.renderExploreWidget("TIMESERIES", {"comparisonItem":[{"keyword":"gillette","geo":"US","time":"2004-01-01 2019-01-24"}],"category":0,"property":""}, {"exploreQuery":"date=all&geo=US&q=gillette","guestPath":"https://trends.google.com:443/trends/embed/"}); </script> |
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I expect telling me why I should spend my money on your product or service to come from companies. I expect messages of individual improvement to come from church. |
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For anyone who actually cares on the "business sense" part of all of this, this article is pretty fascinating.
https://www.adweek.com/brand-marketi...ct-with-women/ In short, based on online conversations (like this one), conversations about "Gillette" have historically been about 56% by men and about 64% by people age 35+. However, if you look at conversations about "shaving," it's only 38% by men and 25% by people age 35+. In other words, they were severely missing out on the market of young women. And that group has reacted very positively to the ad. |
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Now, what's Venus' tagline? I can't even think of one. More like a bunch of jingles or the 80s song, I'm your venus, I'm your fire, your desire. So why would the Venus brand ask a question of their female customers if they haven't historically been implanted as the image of how a woman should act? Do you get the reason why this ad/message/question fits for Gillette, but maybe not another brand? |
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Gillette
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Exactly. It’s only one side of their business. That’s why they didn’t condemn behavior from the other side of their business. Because that side of the business never used the tag line, Venus...the best a woman can get. The best a man can get IS Gillette. That’s their thing. They own it from a branding perspective. So now they see in society that not all men are really behaving the best way a man can get. So they are telling the best of us to continue leading by positive example and call out those who aren’t. You asked why the ad was only about one side of their business, but pretty sure you answered that for yourself. EDIT: and if you didn’t know, Venus is the female brand of Gillette razors. Sent from my iPhone using Tapatalk |
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always is....LMAO |
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You assert that there is a rich history of female-directed advertising that induces shame. I'm not necessarily refuting that. But first, do you, in turn, acknowledge that this shame inducement towards women is usually more subtle, more subjective, more a factor of reading into the subtext? That it's more that the advertising touts high standards without actually pointing out how you don't measure up, while the Gillette ad is more overt and direct? And second, do you in turn acknowledge that there have been concerted efforts to criticize and counter these shame-inducing messages insofar as they 'hurt' women, largely without controversy or complaint. Why then would criticism, however mild, of a more explicit message directed at men be excused by the 'shameful history' of implicit messages directed at women, if they were properly subject to criticism. |
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