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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.
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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.
*going to read Dear Prudie*
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.
I guess there's a first time for everything.
You can't mock your target audience.