Det är inget nytt. Reklambranschen är kass på att nå kvinnor. Ett gäng artiklar tar upp problemet:
They are better educated, earning more money than ever, and make the bulk of buying decisions. Yet when it comes to wooing women, advertisers could use a lesson in the art of courtship.[…] Women choose how 88 percent of every disposable dollar is spent — including 53 percent of all stock purchases, 63 percent of personal computer buys, and 75 percent of all over-the-counter drug outlays — and yet are subjected to advertising that is often full of cliches, uninspiring and even offensive.
“Women are simply not buying the message we have to sell,” said Linda Wolf, the chief executive officer of Leo Burnett Worldwide.
The purpose of the study was to quantify the opinions of moms regarding advertising for products and services targeted to mothers and its impact on them as consumers.[…]55% of mothers say they see ads often that send the wrong message to mothers.
Thirty percent of mothers say they see ads that offend them.
Only 20% of mothers think print advertising is doing a good job speaking to mothers.
Less than 20% of mothers look to newspapers for information or ads.
Only 25 % of mothers think television advertising is doing a good job connecting with mothers.
Fifty-five percent of mothers say they rely on recommendations when making purchases for the home. The number jumps to 64% when it comes to buying a product for their child.
Seventy-one percent of mothers said they were very likely to use the Internet for product information, advice or general information.
Only 6 % of moms say they have never purchased a product online.
Seventy-five percent of moms say they ads that feature children in them rank high effectiveness.
…today’s working woman is truly a multifaceted person. Time is precious, and salient information must be delivered to her succinctly.
She multitasks, switching quickly back and forth between work and family, home and friends.
She’s a multibuyer, responsible for investigating and purchasing everything from groceries, clothing, and school supplies to gifts and items for herself.
She consumers several media simultaneously, accessing TV, magazines, Internet, radio and other media, often while on the way to work, at work, on the way home, and at home.
She’s a multithinker, making lists of what has to be done, thinking and planning so everyone in her life is taken care of.
We can affect change in advertising methods through a cause and effect process. Advertising is the driving force behind America’s media because it pays the bills. Advertisers are going to create ads which appeal to American society. Therefore, if we as consumers don’t respond to ads, then advertisers are going to change them, and, essentially, the ads carried by the media and presented to society will change.[…]That is exactly why contemporary advertising is killing us softly. It’s killing our self-esteems and our hopes for ourselves. We must take a stand and force advertisers to get their heads out of the sand and look at the bigger picture.
I mean, come on, does a beautiful woman in a bathtub really bathe in a bathtub full of Evian water?
Do women really keep alcohol bottles between their legs?