Had to smile when this article (“Advertisers: Men Are Not Idiots“) from Advertising Age came to my attention…
Bashing Fathers and Husbands Isn’t the Right Way for Marketers to Sell Products
The way the advertising industry portrays men has drawn increasing scrutiny in both the trade press and the mainstream media. Defenders of the status quo — in which men are depicted as irresponsible fathers and lazy, foolish husbands — are starting to feel outnumbered. It’s an understandable feeling.
The article goes on to describe the backlash that’s occurring and the negative impact on a couple of large companies.
Gee, who would have thought that insulting and alienating 50% of your potential audience would have negative consequences for sales (and profits of course)? Those geniuses at the mainstream advertising agencies who buy in to this kind of nonsense…
Defenders of the advertising status quo generally put forth the following arguments: Males are “privileged” and “it’s men’s turn,” so it’s OK to portray them this way, and that men simply don’t care how they’re portrayed.
OK, maybe I’m being a little unfair. Perhaps someone was thinking that as women apparently make some 70% of all purchasing decisions, then appealing to them would more than outweigh any negative consequences of alienating men?
Well, if so, didn’t work. Apparently, most women are turned off by this approach as well!
Hey, I know it’s something of a staple that Direct Response Marketers think that mainstream “Image” advertising agencies are complete idiots. And I’m sure there are some good ad men (and women) in mainstream agencies. However, this sort of thing and countless other examples all illustrate how “conventional” advertising is often a complete disaster for clients.
And it all goes back to one of the biggest sins in marketing and advertising. Being more concerned and wrapped up in your own perspective rather than that of your audience. The “creatives” who came up with the “Men Are Idiots” ads probably thought they were being terribly clever, witty and sophisticated. “Socially progressive” as well, probably.
Too bad the market doesn’t agree with them and as a result their clients are losing money.