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This cosmetic ad is a FAIL

I am still gaping at this ad.  It would be one thing if the woman were the one talking in the picture, but the man is.  Can you imagine being with a partner who snapped up a product right in front of you because he (or she) was so desperate to not look at your supposed flaws anymore?  Talk about killing your self-esteem!
I also find it interesting that the picture is clearly a throwback to the 50s -- because can you imagine both of them dressed in business attire?  I should hope that a modern woman would look at a man who behaved this way and say "I beg your pardon!?"  (Just as I would hope a man would do the same thing to his partner if that partner did something similar in front of him.)
If someone could please explain to me how benefit thinks this ad is appealing, I'd appreciate it, because I'm stumped.

11 Comments:

  1. Tena Russ said...
    OMG! Is that for real?
    Annie said...
    I don't know. I think the whole ad is messed up. I wouldn't buy makeup from a bin, and the 50s style doesn't make me think fresh and youth and perfect skin.

    However, disparaging the way someone looks right in front of them reminds me of "Dear Prudie" today on Slate.com. The girl asks Prudie how she can break it to her boyfriend that she wants to adopt because she thinks kids from him would be ugly. Check it out.
    Archetype said...
    It is, unfortunately, real. I pulled it out of some women's magazine -- Shape or Cosmo or something.

    *going to read Dear Prudie*
    ElanaJ said...
    I'm with you. FAIL. (And it's so funny you used that word in that way--all caps--I have a Friday FAIL post scheduled for tomorrow...)
    Mary Lindsey said...
    I think it is a throw-back to the old adds for things like vacuum cleaners in which marital bliss revolves around the wife's near orgasmic experience with the new vacuum cleaner her husband has provided while he looks on with pride.

    I really do. I think it is intended to make us groan and grin at the same time, grateful for the recognition of female empowerment. It reminds me of the first time I read The Feminine Mystique. It is supposed to be tongue-in-cheek. I think it's funny. Maybe it's my age (I remember some of those ads). It is probably aimed at my age group.
    Kat Harris said...
    Before today, I never wanted to reach inside a print ad and strangle the person pictured.

    I guess there's a first time for everything.
    K.M. Weiland said...
    Gotta love the pink-trimmed camo dress...
    Kate Karyus Quinn said...
    It seems like they are trying to do a play on those 50 type women pics with the snarky dialogue bubbles added to them, but they totally missed the mark. Total fail.
    celticqueen said...
    heh...if my husband said something like that to me, in public no less, I'd probably buy some...to use on his brand new, shiny black eye ;-)
    Tara Maya said...
    It may work as a joke, but it doesn't work as an ad. That's because it's funny at the expense of anyone who would buy the cream, associating it with creepy faux-fifties Stepford-wifedom. Basically, this ad says, any woman who wants to hide her wrinkles must be a poodle-skirt wearing moron under the thumb of the patriarchy.

    You can't mock your target audience.
    darlarosa said...
    How eager that salesman looks is disturbing. I don't trust him that and he sells make up out of a bin...yeah...I don't trust him

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