Wow. I guess I’ve noticed that ads don’t really speak to me as a single woman… but I always assumed the problem was me. After all, I probably should be married with kids by now, buying Bounty by the bulk and cleaning up my kid’s spilled juice. Guess I’m on the fringe.
Apparently not. Just read this neat article on the Marketplace site, which states that 44% of all women over 18 are single. But advertising for things other than fashion-related products, feminine hygiene products, and, um kitty litter rarely target us. I wonder why?
Truth is, 9 times out of 10 advertisers are tasked with presenting an “ideal” – and when it comes to women, this ideal is either a sexy woman that all men crave or a happy mom carting around 1,000 kids. The general consensus, so it seems, is that being a single woman is a sad, sad predicament (course, being a single guy RULES – you get to hang with the bros and hit on chicks in your beer closet and all). The horror of being a single woman can be remedied by, well, A) turning yourself into a sexy woman that all men crave, or B) showing off your great housewife potential. That’s where advertising comes in. See how that works? (Skip to about 4:30 in this clip to watch Don wax poetic on the subject to Peggy).
This is all to say, being a single woman is not “ideal” in this country, mirrored by the ad world. Which is too bad, really, because there’s such opportunity here. Imagine all the awesome ads single-lady copywriters like me could come up with. Hopefully we’ll get our shot at it soon enough.
Right on Ryan, but hey... don't worry, these stereotypes are becoming Jurassic now since they were built around "mass media". I'm convinced that most of the brands will have to fine-tune a little and start to think "micro-targeting" even up to a "one-to-one" level. It's probably just a matter of time. : )
Single vs normal? Bahhh! Alien life is cool, isn't it? I like to keep the Arabic word "MEKTOUB" in mind (="whatever happens, it is written... somewhere"). I see in it faith and a gentle smile. O )
Posted by: Luc Debaisieux | April 01, 2010 at 03:38 AM