this ad is aimed at women who want to feel empowered as they tell their husbands to go buy painthttps://twitter.com/Face_Almighty44/status/1432366670169968649 …
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3/ well, the ad IS targeted at modern women,,,https://twitter.com/VarminWay/status/1432368388416880647 …
4/ there's a 2x2 matrix of sexy-vs-competent that appears in ads aimed at women sexy actually comes in three levels: yes, half, and no lipstick + breasts = yes ; one but not the other = halfhttps://vimeo.com/284052038
5/ One thing that's interesting is that a lot of ads aimed at women are, in my understanding, aimed at affirming a thing EXACTLY as they relieve responsibility e.g. the Audi ad I just linked has a woman who's 100% competent, and 2/3 sexy (breasts, but no lipstick) >>>
6/ And the ad is on the surface level flattering the subject of the ad (i.e. the viewer of the ad) as competent and in charge...but also, weirdly, shows her walking away from the job. ...but she's not walking away from her trim figure or (deniably) snug blouse.
7/ On the surface level, the ad says that the viewer is too competent to labor away listening to some boss and doing what he assigns ... but beneath the surface, the ad is saying that the viewer is too SEXY and feminine to work in an office Instead she (you) should enjoy luxury
8/
it's a subtle trick, a bit like that thing that @hradzka tweeks about from time to time, that propaganda only need move a target one click on the spectrum.
You can't tell an office worker who is PROUD of her silly college degree and her useless job that >>>
9/ she should quit her job and use the power of her sex appeal to get her husband or BF to buy her a luxury car. Instead you say that sub rosa, but on the surface level, you tell her that she should "start her own business". Appeal to both her head and to her heart.
11/ Home Depot had has flat chested woman and NO lipstick. You don't want a dumpy mom who's been stretched out by 2.5 natural childbirths and put on some weight to feel a sense of sexual competition with your brand.
12/ What 38 year old mom wearing XL mom jeans and a shapeless top wants to send her husband off to the big box store with the seductive paint vixen?
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