I saw an ad recently – in the mall – that was just plain insulting. I won’t name the company, but the banner ad hanging prominently in the mall said, “Surf the Internet while your wife buys you slacks.” What’s wrong with that ad?
I counted a number of sins in that one sentence. First, slacks? Are you serious? Anyone under the age of 40 doesn’t use that word. Worse is the assumption that a man needs a woman to buy clothes for him, or that it’s a woman’s job to do so. What I gather from this one line is that the writer is over 55, male, and either chauvinistic or just plain clueless. Or, gawd forbid, this is an older woman who thinks it’s up to the rest of us female types to dress men.
Until that point, I’d considered that particular company as an option. I’d seen other ads for their service and was intrigued. That one line turned me off completely. This isn’t a company that’s modern or one that understands me – that’s the message I drew from it. Is that really how that company wants to be known?
It’s amazing to me how many marketing messages miss the mark. My better half found one in a magazine. He pointed to the ad, which showed a lovely 30-something woman in upscale casual clothes, barefoot with a fresh pedicure, staring off into space dreamily in her posh, modern living room. The copy that accompanied it was her “thoughts” on how her investment portfolio might be doing and that someone was making money, but not her. Husband said “A man wrote that. No way a woman would phrase it that way.”
Then there was the full-page ad, for an upscale jeweler, that appeared in The New Yorker that read “In a league of it’s own.” Someone should be fired for that.
Who’s writing these things? Are they not considering who their clients’ customers are? Do they understand the demographic? These are highly paid advertising firms. And they’re not getting it right.
Are you getting it right? Are your clients receiving copy that reaches their audience and compels, not repels? How do keep your copy relevant, not dated?
What’s the worst ad you’ve ever seen? Why?
I can't remember the worst, but I do know that, when I see an ad like that, I drop a line to corporate telling them they've lost me as a customer and why. And suggesting they hire a writer with at least a basic grasp of grammar, structure, and common sense.
I can't think of one in particular, but it bugs me that virtually every cleaning product shows women cleaning up while the husbands and kids sit around spilling things and tracking mud everywhere.
Krista, that bugs me no end, too. Or that they "lock" women in those clear boxes and won't let them out to "pick up the kids" until they clean it. Hello! 21st Century calling!
Devon, it's probably the only way we can educate the damn companies on stereotypes.
Worse is the misuse of words. I heard a news reporter say "He was literally dead on his feet." No he wasn't – unless you've propped up the body.
Grrr…
May all time favorite was: semi-live adult entertainment
I kid you not… I think they were talking almost nude or something, but…
While we're talking sexist stereotypes in advertising, I'd like to offer my pet peeve. That is the long-standing trend of portraying all men as hopeless bumblers. Why, without us women around, they would no doubt starve to death through sheer stupidity. They can't figure out how to choose the right credit card, run the washing machine, dress themselves properly, or choose hair-care products that don't make their hair look greasy and dirty. Poor hapless fools!
Was the title of your post intentional? If so: funny. If not: extra funny, considering the topic.
(pssst….isn't the phrase "my better half" one of those nuggets from the 20th century that should….ahem…. literally die?)
sorry. couldn't resist poking a bit of fun.
All of the comments here are so valid. I couldn't agree with you more, Anonymous- The hopeless bumblers, lol
I don't get that ad. If I were to buy my hubby slacks (pants, jeans, etc.)he would damn well be there with me to try them on. Also, he wouldn't want me to, because he would be afraid that I would pick up something he wouldn't like. So, what's their point?
I get annoyed by advertisements that target men to buy things for their wives. The things they want the men to buy are pictured along with bikini babes. There's nothing that says 'I love you' more than picking up a gift for your wife while thinking about scantily clad bikini models. Especially when I'm not as skinny or have the same attributes as they do. How romantic, dear. I realize that some men would probably think about them anyway, but still… women are seeing these ads too!
Ha ha, Carrie. 😉 Yes, it was intentional. So was my use of "better half" as it doesn't include gender, but does give a nod to my spouse. He really is the better half. I'm the evil half…Muhahahaha….
Anne, maybe they have nudes on life support? LOL
Anon, I agree with you 100 percent. I HATE that men are portrayed as people who are bumbling or who need women to chastize them. Ridiculous.
Wendy, that's true. Men apparently can't buy a car without a bikini-clad 18 year old salivating beside it.
Heard a woman today say "Officials are literally moving heaven and earth to find the girl." Wow. That must be some big construction equipment!