This is another commercial that I have been meaning to critique.
Why must women constantly be portrayed in such a vapid way? More bothersome than her juvenile, hysterical reaction to being gifted an engagement ring, is the sudden change in the engaged female's demeanor to that of nagging selfishness. Why should she make an issue of her fiance, who so generously gifted her a diamond ring, using the savings towards a gift for himself? It's so unlikeable of her to bring up the first month's rent when it comes to his watch but not to her more expensive diamond ring. Then, for the final nail in her character, she accepts his purchase upon demanding that her lover never be late... like, ever.
What is the intention of ad execs when they feature such characters? The male is portrayed as generous and fiscally smart, and the woman is portrayed as hot, giddy, uptight and controlling. What is the attraction for consumers? Shop at Overstock.com and pacify the naggy bitches in your life that you want to continue to bone?
The couple in this commercial are clearly getting divorced.
Ugh, yes -- yet another ad depicting women as so superficial and selfish! Just like the Blue Buffalo cat food one you so rightly pointed out a while back, or the Payless ad we both disliked, where the mom is going on and on about all the shoes she bought...this to me is a disturbing trend and makes no sense to me either! Great post; you're so right!
ReplyDeleteThank you! Yes, I loved your critique of the Payless ad on your blog! I believe these unflattering representations of women in marketing has pervasive effects on how women are perceived in society. The fact that these portrayals are widespread is super disturbing as you mentioned especially as ads are about selling products to consumers - and many consumers are women! So why would this be a winning or common strategy? Is it actually effective? If it is, what does that say about men and women who are buying into the message/the product?
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