Stimulating green in pink
May 21st, 2008, 4:49 pm · Post a Comment · posted by Cynthia
Do you have your stimulus check yet? I know many of you do and already made plans on how to spend it. However, if you haven’t is there any advertising that’s stimulated ideas about what you would want to do with your cash?
I read and article recently about women’s purchasing power and how advertisers and marketers continually leave us out of the loop when it comes to buying. Marti Barletta, CEO of a marketing consultant TrendSight Group, said advertisers may be aware that women are major spenders when it comes the small stuff — groceries, clothing and kids — but they are not fully aware that they make the final decisions in buying cars, consumer electronics and home improvements. She said marketers are worried that promoting products would mean making it pink, which would horrify men.
Advertising fails most women. Marketers make the assumption that households still consist of two parents and stereotypes mothers as the “soccer” or “stay-at-home” type.
In my house I have the buying power. I don’t fit a specific “type” other than I am a single working parent.
I am not illiterate to technology. I read directions and do research rather than making an impulse buy.
The majority of ads that do target women though do so with self-improvement messages. Think NutriSweet, Jenny Craig, Weight Watchers, anti-wrinkle cream, bras that lift and lotions that fight flab. The message is repeated relentlessly that we are unattractive, unworthy or inadequate and we need these products make us better.
Barletta said the reality is that women between ages 50 and 75 are virtually ignored by marketers and are the “the healthiest, wealthiest, most educated, active and influential generation of women in history.”
I find Barletta’s word uplifting and inspiring. If advertisers reflected real women, rather than idolized images, then it would go a long way in helping to transform the way we are seen and how we see ourselves.
