Marketing to Women: It's Time to Get Real
Three essential guidelines for campaign success
By Kim T. Gordon
When women look at your advertising, do they see themselves? For decades, advertisers have depicted the idealized woman - with airbrushed cheeks and perfect proportions, or a supermom with va-va-voom to spare. But right now women are looking for their true selves mirrored in advertisers' messages. And they want advertising to get real.
The stereotypes of the idealized woman portrayed in advertising for the past 50 years may have had a negative effect on women's self-esteem. A comprehensive 10-country survey commissioned by Dove - a current leader in using realistic advertising that depicts women in all their forms - explored self esteem and the impact of beauty ideals on women's and girls' lives. It showed nearly 70% of women age 15-64 withdraw from life-engaging activities, such as giving an opinion, going to school or the doctor, because they feel bad about their looks.
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