Has household products´ advertising changed?

Detergents, electrical appliances… over decades household products have filled advert space at TV, radio and newspapers.

According to Andalusia Audiovisual Council’s report, cleaning products´ advertisements represent 4,53% of the total of broadcasted adverts. The same report shows, that 79% of adverts reproduce both female and male stereotypes.

Argentinian Bussiness University´s Design and Comunication Institute´s report says that housewives are represented in cleaning products, hygiene, and beauty advertisements.

Does it mean that modern household products´ ads keep the same line as the past ones?

Not so long ago women were the only ones in charge of house works. Husband was bringing money home and woman was waiting for him at home with washed and ironed clothes and the dinner ready.

Adverts of detergents and electrical appliances were reflecting this status quo. Women were the target and advertisers talked to them directly. They had to use that specific detergent and washing machine if they wanted their men to be happy, and in order to be considered a good mother.

Nowadays in many houses the above family model is followed, although a modern woman is not longer a full-time house wife. The trend is that she dedicates herself to a professional work and mostly combines it with domestic tasks. The husband is often involved in some house works.

However, levels of this involvement are not equal and women continue spending more time doing these chores.

A recent report of Whirpool american fundation, based on more than 7000 women interviewed in France, German, Italy, UK and Spain says that half of incomings at 86% of surveyed women state that looking after family is their responsibility.
This may be the reason why household products´ ads keep on having women as their primary target. Although, there is an increasing number of brands that try to integrate men in their communication.

It is clear that housewife role model is changing, but has household products´ advertising change as well?

If we consider the target, we could say no: women are still the target. The only difference is that woman is no longer a simple housewife, but a businesswoman. Let’s see some examples:

COLON..................................................................ARIEL






Despite the time passing by, the detergent keeps on “empowering” women. In the first ad the woman is a mother that cares about her family. In the second one, the woman seems independent and powerful.

LAVADORAS BRU..................LAVADORAS WHIRPOOL

These washing machines adverts show two different types of women. The first print gives a great importance to the marriage ceremony and compares it with the moment of purchase. The second one presents a woman who knows caring about her best clothes.
We can notice some differences at Tv spots too:

WIPP EXPRESS



WIPP EXPRESS



ASPES



WHIRPOOL



There is no doubt that women are the target... always?
PUNTOMATIC



This campaign is an exception among hundreds of adverts which seem to be a copy of the ones broadcasted many years ago. I am referring to these ads in which mother struggles to clean her children’s clothes. Almost nothing has changed in these types of spots.

I wonder if advertising simply reproduces stereotypes and sexist patterns or is it a reflection of the reality…?
.

Women do not want perfect models in adverts

A research carried out by Ben Barry, researcher at Cambridge University, shows that women do not feel identified with very slim, young and white models.

The research includes a sample of 2000 women from the UK, US, China, India, Canada, Brazil, Kenya and Jordan, shows a change in women’s attitude towards beauty.

Ben Barry proved that women consumers respond more favourably to brands whose models are of their age, size and background. People do want to see someone who represents them in all these three factors.


Apart from women under 25 years old and Chinese female consumers, most of surveyed persons feel positive towards models that bear a resemblance.

"The women want models who look like they were part of the fashion industry but who at the same time look like themselves. It makes them feel that they are being included in the industry and that they are considered beautiful”, says Barry.

Latest campaigns of some brands, as Dove or Nivea, used these concepts.

However, luxury brands use the image of a perfect woman in their advertisements.
Despite Barry’s conclusions, there are some experts who prefer to be cautious with the results.

Paddy Barwise, professor of marketing at London Business School, thinks that there is a big gap between what women say and what they do at point of sale.



Will Ben Barry’s conclusions be taken into consideration in the next campaigns?

Source: MarketingDirecto, The Guardian, WARC

Edesa gets along with housewives of 25-65 years old

A report prepared by Milward Brown consulting reveals that Edesa´s last campaign, “Edesa Kitchen Dance”, increased brand visibility and reached the memory index of 64%.
Pop



And you, who are you? The campaign’s slogan reflects brands intentions: represent itself through music and dance, which is a way of personal expression. Four styles make up the campaign: pop, romantic, sport and metallic.

Romantic



Sport



Metallic



Each video targets specific kind of person and the brand wants to update the collections from time to time.

What decides that the campaign gets along with its target: women?

As we can see in the credits of the campaign (at the bottom of the text) the influence of feminine thinking in the creative process was very little, so it seems that Wonderland’s contributors put themselves mentally in housewives´ position.

House works are usually tedious and boring, and modern housewives rarely spend their entire time on cleaning and cooking. Maybe relating electrical appliances to an atmosphere of fun and relax is what made this spot connect with the new type of housewives?

Nowadays house is no longer just and only a space to live, but it’s a place where to have a good time. Edesa knew perfectly how to make the best profit of this aspect and how to present it in the campaign.

Edesa makes a step forward, and this way obliges other brands to approach women in a similar way- taking into consideration new ways of doing things.

An interesting report by Sarah Moore and Betsy Westhoff explains that the marketing which helps consumers understand how to enjoy brands at home is the one that will focus the attention.

However Edesa should rethink if its target public keep on being only women or could it be singles as well.
Full Credits

Advertiser: Fagor electrodomésticos
Product: relanzamiento Edesa
Agency: Wonderland
Creative Director: Santiago López
Art Director: Esteve Bou Nolla
Agency Producer: Gustavo González
Production company: Lee Films
Producer: Yago Carvajal
Piece: spots TV 20" y 10"
Title: "Romantic", "Metallic, "Sport", "Pop"

Source: MarketingNews, Anuncios.com.

Best and Worse spots showing actual women role Awards

Last December, Peru hosted FemTv and SapoTv Awards. These awards prize the best and the worse spots aimed at women by FemTV- a group of associations in favour of women rights.

The Winner of FemTV 2008 was Visa:



Credits
Brand: Vea Visa Card
Product: Credit Car
Agency: Publicis
Company: Peruvian Supermarkets, Banco Internacional del Perú, S.A.A

The Winner of SapoTV 2008 was Saga Falabella:



Credits Brand: Saga Falabella
Product: Store
Agency: Circus
Company: Saga Falabella

Axe, Unique, Natura, Nivea or Brahma were some of the brands nominated for the awards.

Fem TV
All the spots nominated for Fem TV awards show an economically independent women who is a family lover but at the same time likes looking after herself.

Thus, what is the difference between the nominated spots and the winner?
Vea Visa Card represents a woman capable of combining work and family without giving up looking after herself. The role represented in the spot is the ideal of an actual woman although in real life it is not always easy to work and have fun with a family at same time.

Sapo TV
Although among Sapo Tv there were some Axe spots, FemTV Group chose Saga Falabella supermarket as a winner.

According to the spot directors, it captures woman as a hysterical consumer and a person that succumbs to sexuality. This makes spot embarrass not only women but men as well.

This year the awards prized by the jury have been the same as spots chosen by the audience. This fact makes us think that the winner spot has been fairly chosen… or not?

Click her to watch all the nominated spots.

Which spots should have won, in your opinion?

Source: La Primera newspaper

For mothers, by mothers and about mothers

The advertainment is home for good. The brands Suave and Sprint have united their efforts and produce together the online series "In the Motherhood" where mothers are the main protagonists and much more.

Through the web page we can follow chapters, watch the making of, and all the details of the production. But there is much more to be seen: the mothers themselves are the ones to write the script, vote the best plots and participate in the shootings.

There is no product placement and the plot is not being influenced to seem as an advert. It’s a pure entertainment sponsored by two brands that bet on women as consumers and opinion leaders. Highly recommendable for those who search for an entertainment or a marketing tool.


Episode 1:

20 yars of Dim Up

It has been already 20 years since Dim revolutionised the entire market with its seamless stockings. To celebrate the anniversary the company has asked the French agency Publicis to prepare a commemorative campaign. For this purpose they created a separated web page that presents the history of stockings and its advertising throughout last decades.

Moreover Dim (that now belongs to DB Apparel) has published billboard and magazine advertisements. The company has celebrated its anniversary during the party that took place in Madrid, with a presence of celebrities and a catwalk show.

Here we go again!

Can anybody tell me what is so appealing about this add that it deserved to be published? Christina Aguilera is wearing sexy nurse clothes in order to sell some trainers…? No main story, no text, no concept. Pure provocation without any sence of responsibility. The author agency of this masterpiece is Agenda Inc. with offices in San Francisco and Paris. The advert is from 2005.

From: Adpulp

Feminine creativity without limit

Anyone can have fresh ideas! But one Irish girl made them come true. One day she just grabbed the camera and she has recorded herself dancing. After few time almost 3 millions of people have watched her dancing. From that moment on starts her amazing adventure with advertising, viral marketing, glamour and creativity:


Part One:



Part Two:

3iying, only women in advertising!

Finally advertising is starting to realize the power of women. An example is 3iying, an all-girl advertising agency and specialized in marketing for girls.

3iying, pronounced “three-eye-ying”, was set up in New York by the versatile Heidi Dangelmaier. Heidi has a broad experience as an expert in the female market. Among her merits, she led Sega’s first initiatives to make videogames for girls and she has worked for clients as Barbie and Metlife focused in the female audience.

3iying emerged with the idea of contributing to end with “the gap between what girls want and what the marketing community is giving them”. Their communication talks to girls ranging in age from 15 to 25.

Their web: http://www.3iying.com/

Copys for female teens

The Indonesian agency Lowe Jakarta has used copys full of lyricism in its campaign for Rexona, some copys with a sensibility not very common in the texts of men-targeted deodorants.

They aren't only focused on the other sex, but also they talk about friendship, as one of their worries. This is the vision that a completely women's creative team, except for his Executive Creative Director, has offered about female teen's motivations.

I would like to enhance some values showed in this campaign, created in the biggest Muslim nation of the world. They could perfectly work in places as France, Australia or The United States. Many times we think the West and the East are very different, but, as we see, the common people's motivations can be more similar that we usually think.

"32,
33,
34,
35!
Those are the amount of Annie’s freckles whom I’ve just met. A strange coincidence indeed… those are also the amount of her ex-boyfriends.
Dare to be closer. Rexona Teens."


"I have never seen eyes as beautiful as his. I noticed his pupils enlarging, the moment I held out my hand. I know now, that he likes me too.
Dare to be closer. Rexona Teens."


"I'm Malicca. She said. Her ear resembles a question mark. Somehow I knew that she will be a good friend and help me find the answers in my life.
Dare to be closer. Rexona Teens."


Creative team
Advertising Agency: Lowe Jakarta, Indonesia
Executive Creative Director: Din Sumedi
Creative Director: Hanny Shinta
Art Director: Stephani Pribangun
Copywriter: Wury Handayani
Photographer: Mike Ting
Retoucher: Abun
Agency Producer: Haning Mila
Published: August 2008

Source: Ads of the world

Lady, choose your Perfect Man!

NZ Website for Ladies Redefines the Perfect Man.
Hint: He Fairly Vibrates With Energy.

New Zealand's Flossie.com, a new network of female-focused websites, and agency TBWA/Whybin created a "Man Vending Machine" to drum up some publicity.

Installed on a busy street, the "machine" allowed passersby the chance to pick their ideal mate from a range of types and, with a push of a button, make a live, single male appear. Pushing the button for "Perfect Man," however, yielded something not so live -- and quite cylindrical and battery-powered.

Posted by Matthew Creamer on 10.14.08 @ 04:56 PM

See for yourself here:

Source: Advertising Age

Anti-advertising

"Garanta que el cabello sea la segunda cosa que el va a reparar en usted"

This copy in Portuguese for Pantene shampoo means "Make sure your hair is the second thing that he is going to notice in you".

It's incredible that they try to sell something to women with this message!

Advertising Agency: MatosGrey, São Paulo, Brazil
Creative Directors: Silvio Matos, Leandro Castilho
Art Director: Guy Costa
Copywriter: Silvio Matos
Photographer: Marlos Bakker
Published: April 2008

Against online sexual explotation

The New Yorker agency Merkley + Partners has created a new campaign for the National Center for Missing and Exploited Children. The campaign target are the girls between 12 and 14 years old. It consists of two TV spots, a graphical campaign and a commercial break in radio. The work lets girls know that what they post online is not as private as they think.

The creative team is led by Jean Batthany, as the Creative Group Head, and its formed by two female copywriters of the four that there are and by a female art director of the two there are.

Executive Creative Directors: Andy Hirsch & Randy Saitta
Creative Group Head: Jean Batthany
Director: Sam Jones
Producer: Chris Decker
Copywriters: Joe Esposito, Heather English, Beth Wetzel & John Caravello
Art Director: Danny Nathan, Becky Kerrs
Photographer: Christian Whitkin
Account Director: Jennifer Getschmann
Account Executive: Rebecca Zemon
Brand Strategy Director: Stacey Lesser

See the entire campaign: http://www.adcouncilcreative.org/awardwinners.asp?awardwinner=3

Beauty is a women's thing?

The creative team of this spot of Nivea is a faithful reflex of what is happening in advertising sector.

There are more and more feminine names in creative positions, as it's the case of this spot of Nivea, made by a female copywriter and a female art director. The advertisers and the agencies are beginning to value that the people that is going to talk to women were other women, in order to get a communication that connects more with them.

However, it's curious that the one that makes the final decision, the three creative executive directors, continue being men, which means that the last filter goes through their glance.

Changes happen slowly.

Agency: TBWA\Spain
Advertiser: Nivea
Product: Anti-wrinkle cream
Brand: Nivea
Sector: Perfumery, cosmetic and hygiene
Creative executive directors: Juan Sánchez, Guillermo Ginés and Sergio Cuervo
Copywriter: Miriam García
Art director: Pilar Morán
Piece: Spot TV 30"
Title: “Give more”

Source: Anuncios

http://www.anuncios.com/VerPiezas/nacional/nuevos-anuncios/1028297011901/nivea.1.html

Wonderbra, charge with Dita Von Teese!

Wonderbra wants to carry on giving something to talk with its new marketing viral campaign “The science of sexy”. The burlesque star Dita Von Teese is the main character of this video, which presents a new underclothes line with retro style, designed by herself. This collection will be on sale on 23 of September in all Europe.

In the video, Von Teese interprets a scientist who discovers the gene of sensuality. After this, she will become into a spectacular singer, who will attract to all the men of her laboratory.

To resort to sexual attraction to sell a bra that enhance breast is, at least, coherent, although I think that true target of Wonderbra is not going to feel precisely identified with Von Teese. It's one of those virals that likes more to men than to women.

Here I am

I like the way Nike Women has used to direct to young sportwomen with its campaign “Here I am”.

The latest has been the launching of five animation videos created by Wieden + Kennedy Amsterdam. These videos tell the life of five women who overcame different difficulties to arrive at the top of the sport. They are: the tennis player Maria Sharapova, the jumper Simona the Mantia, the triathlete Nicola Spirig, the athlete Nicola Sanders and the judoka Delphine Delsalle.

The great success of the campaign is to take one of the most important elements of the sport spirit, the overcoming, to the feminine land. Nike counts histories of five women who faced problems which they, as sportwomen, had throughout their career.

The five videos use different styles for the animation and they are part of Nike Women's multimedia campaign for Europe. In addition, the campaign includes exhibitions in Nike's shops, online advertising and graphics.

They can be seen in the new Nike Women's Web: www.nike.com/nikewomen, as well as in social networks, plasma screens of gymnasiums and students clubs of Europe. According to The Guardian, it's possible that they are going to be used in television campaign.

The Body Shop against domestic violence

The Body Shop has created a “For me, for you” Special Edition Shea Lip Care Duo as part of its campaign to fight against domestic violence.

They are two labial Stick that are bought together. The idea is that one is for the consumer and the other one is for giving to her better friend.

With the purchase of this product, the consumer helps to the fight against domestic violence, because all the proceeds from the sale will go directly to the Commission for the Investigation of the Bad Treatments to Women.

A recent study ordered by The Body Shop in eleven countries revealed that 59% of the women said that they would ask for help to a friend if they would suffer domestic violence, whereas only 21% of the women would feel safe asking for help to the official authorities.

The Body Shop will have leaflets in its shops with more information on this subject.

It is possible to consult more information of this campaign in the Web:

http://www.stopviolenceinthehome.com/
http://www.stopdomesticviolencenow.com/