Archives par mot-clef : advertising

Dove: the perfect success story in advertising


In 2004 Dove launched a ground breaking worldwide advertising campaign in the beauty industry. The brand created a new way to address their public which aimed to be “real” by getting rid of the complexes that beauty product consumers suffer from. Around 10 years on, how have Dove’s campaigns changed? What lessons can we take away?

2004

When advertisers are ideologues: the sad struggle of the housewife under 50 years old


Jean Allary

Since its establishment in the 60s, the concept of « the housewife under 50″ has always been a problem.

Firstly, the definition, of purchasing manager is statistically unclear: are you a housewife when you’re single? What about single men? And single-parent families? And students who return to their parents on weekends?

Particularly macho, if many women were actually inactive 50 years ago (29% of mothers with two children under sixteen years was working in 1968), making the household a metonymy of the home was not supporter of progress, challenges the arguments of the General:

« Let’s see what happens in a house: the housewife wants to have a vacuum cleaner, a refrigerator, a washing machine and, if possible, an automobile. That is the movement. At the same time, she does not want her husband to debauch, that the boys put their feet on the table, and that the girls do not come at night. That is the order! The housewife wants progress, but she does not want the mess. »

A digital musical “What makes the girls walk” by the Eram brand


Since the beginning of April 2013 Eram launched its new spring summer advertising campaign. Prior, an anonymous teasing maintained by a dozen fashion bloggers created a nice surprise. With originality, this brand of shoes imagine an innovative musical of 20 minutes about « What makes girls walk. »

“Family is Sacred”! Eram Gives New Faces to Mothers


With its advertising campaign “family is sacred”, Eram counts on irony to twist advertising clichés about the family unit.

By showing families with gay parents or a “cougar” mother in a relationship with a younger man, the brand has distinguished itself.

It has been an original and provocative initiative which has disturbed the most conservative people in France.

 

A campaign which reflects social mutations

“As my two mums say, family is sacred,” announces a mixed-race little girl surrounded by two women with clear skin. “As my mum and her boyfriend, who could be my older brother say, family is sacred,” claims another little girl who is fair-haired. With stepfamilies, lesbian couples, “cougar” mums in relationships with younger men, or adopted children, identities are multiplying. The figure of the mother may be heterosexual or homosexual, family can be “reconstituted”, but the spirit of family remains. This idea surprises and calls out to people in an advertising world which doesn’t always echo social changes. But more than merely being surprising, this ad provokes. It plays on the wavelengths between the expression “family is sacred”, which refers to traditional and religious values, and images reflecting the new family structures. Especially by making the kids be the ones talking, Eram insists on the fact that their lives are not destabilised by these social mutations.