Here’s an advert about mowing the lawn. “Boring!” you might say. But what if I told you that they’re advertising a lady’s shaver? Any takers now?
Now, I’ve got some questions:
- Why is that her favourite activity? Does she have nothing better to do? Do women really look forward to these things?
- Does anyone see any stereotyping of any kind here? Do I hear “bonsai” anywhere?
- At the end, is she stroking a shaven, um, cat?
I love it when marketers change everyday language into something new. Consider a conversation: “Honey, would you please go mow the neighbour’s lawn? Her husband’s away for the weekend and… oh, you all ready? Glad to see you’re so eager to help out.”
Recently in the UK, Benylin launched a campaign for people to “Have a Benylin day”, ie. take the day off sick. Some people weren’t too happy with this. But it sort of crept into the language for a while.
Some effective, although questionable, marketing. But then again, what good marketing isn’t? It made me want to go out and buy one — just to try out the jingle, that is.