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Wednesday, August 17, 2005

The Perfect Everyday Woman

The search for the perfectly normal look, for those unique traits that make the person exemplify everyday:

For Everyday Products, Ads Using the Everyday Woman, by Stuart Elliott, NY Times:  Madison Avenue is increasingly interested in using everyday women in advertising instead of just waifish supermodels. The change comes after the Dove ... introduced what it called a "campaign for real beauty," which presents women in advertisements as they are rather than as some believe they ought to be...

There have been many previous instances of ads that showed so-called real women in place of professional models, which receded as the allure of glamour again reared its beautiful head. This week, Nike is introducing a humorous ... campaign for exercise gear, ... One ad, which begins boldly, "My butt is big," features an oversize photograph of the derrière in question. Another Nike ad declares, "I have thunder thighs," while a third asserts: "My shoulders aren't dainty or proportional to my hips. Some say they are like a man's. I say, leave men out of it." ... Chicken of the Sea brand of tuna introduced a television commercial showing a gorgeous young woman being ogled by the men in her office. She can escape their wolfish ways only in the elevator, which she enters alone, then breathes a sigh of relief - revealing that she really has a more-than-ample stomach, which she had been holding in. ...

Why the new style of ads now? One reason, said Nathan Coyle, senior strategist at Brain Reserve in New York… is the advent of reality television. "Your neighbors, everyday people, are the new celebrities," Mr. Coyle said ... Kelly Simmons, president of a brand consulting company in Philadelphia named Bubble, offered another reason: the aging of the baby-boom generation ... will start turning 60 on Jan. 1. "There's no question baby boomers feel better about their bodies," Ms. Simmons said, "and are determined to age beautifully," ... Nancy Monsarrat, United States director for advertising at Nike in Beaverton, Ore., said that in addition to the different attitudes about body image among boomer women, "younger women have a different perspective" from that of their counterparts a decade or two ago...

It also could also just be a way to get attention for their product in the short-run rather than a long-run change in underlying consumer preferences.

    Posted by on Wednesday, August 17, 2005 at 01:44 AM in Economics | Permalink  TrackBack (0)  Comments (7)


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