I am sure most of us love advertisements and don’t mind them during the commercial breaks as they are entertaining, informing, selling , calls for action, creates perception etc…. Most of the times I watch ads because they bring a smile on my face, make me wonder about the creative genius behind these ads and entertain me to a great extent…But then being in the media industry that I am, I do understand the strategy and communication aspects behind ads….
Here is something a layman wouldn’t know about how advertisers and creative agencies who are the brains behind successful and unsuccessful ads work. Well the client who is the owner of a particular brand would give the brief to the ad agency based on which the agency has to come with the creatives whether print or TVC ( television commercial). But the problem lies here, most of the brand owners want maximum eyeballs which is of course audience attention and top-of-mind recall. So there are two ways of achieving this:
- A very creative and innovative ad
- Use a celebrity or a hot woman in the ad
With most of the big brands allocating humongous budgets for advertisements, having a brand ambassador like Amitabh Bachhan for ICICI, Shah Rukh Khan for Airtel, Amir Khan for Samsung, Sushmita Sen for Pantene, or Aishwariya Rai for Nakshatra which is the most effortless way of capturing and reaching the target audience.
But then what about those brands which don’t have enough money to spend on advertisements. What do they do? Whant advertising/marketing gimmick do they use?
What I have observed for a long time now is that these advertisers use a hot looking woman/girl in the ad and the purpose is served well. Here I have a few instances to quote.
- What has a topless woman to do in a jeans ad? Calvin Klein
- Women in swim suits or undressing in an Axe deo ad
- Girls undressing in a men’s hair gel ad- brill cream
- Woman being seduced in Old spice after shave lotion ad
- Girls kissing a model in Amul macho ad- Prepare to get assaulted is the tag line
Well there are many such ads on the list. I understand if it is a lingerie ad, condom ad, shampoo creams cosmetic ads where the target audience are primarily women. I have no qualms about women appearing in ads either, my only point of concern or disgust is why are women used in ads where they have no relevance and all the more why show the half nude or undressing?