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Marketing changes consciousness: a new female model sweeps the world of advertising and puts an end to the hype - voila! Marketing and digital

2022-10-02T08:43:26.290Z


We went back to the old campaigns of the leading brands to check how the female ideal in advertisements has changed. Spoiler: the creators turned upside down, literally


Marketing changes consciousness: a new female model sweeps the world of advertising and puts an end to the hype

When Yael Bar Zohar ran away at the age of 15 with a man older than her, it was the closest to attractiveness that the advertising world of that time knew how to produce.

Today, a new cycle of advertisements presents a different kind of female ideal.

We went back to the old campaigns of the leading brands to check what has changed and discovered that the creators have turned upside down, literally

Ditza Keren

02/10/2022

Sunday, October 02, 2022, 10:15 a.m. Updated: 11:15 a.m.

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Ladies First - 2022 version (Photo: Unsplash)

The commercial for Modibodi Israel's period underwear, which aired last June, made a lot of noise.

No less than 870 applications were submitted to the second authority following the advertisement, which shows menstrual blood under the title "Showing it as it is".

The vast majority of requests came from women, and while a small number of them demanded to remove the advertisement for reasons of disgust, most of them wanted to support the company and keep the advertisement on the air, despite the harsh criticism it received in the media.

As marketing professionals, we know how much effort is required to motivate a customer to take action, and the question arises, what made so many women, who are not necessarily customers of Modibody, go to the trouble and write a reasoned appeal regarding the advertisement without being asked, and spread it on social networks?



Well, when Linoy Ashram, who has become a cultural icon and a symbol of strong femininity, tells us that even in the cycle the show must go on, the message is that you need to be an Olympic champion to succeed in this life.

It calls for attention.

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Almost 20 years earlier, a 1995 Carpri underwear commercial caused a sensation when it dared to talk about the female cycle on prime time for the first time.

The representation of the menstrual experience was admittedly very partial, because let's face it, most of us are not that fresh during the bleeding days, but it was enough to trigger a wave of similar advertisements in the following years and normalize the talk about the subject.

The common denominator of these advertisements was the use of blue liquid instead of blood and they all promised to hide the pathology called "being a woman" from the public eye, even when you wear white, so that you can continue to act as if nothing is happening to you.

Since time immemorial, advertisements have made cynical and inflammatory use of the female body, but in recent years, following public pressure and increased awareness, something good has begun to seep into the advertising industry.

The refreshing angle brought by Modibody's advertisement gave recognition to the collective female pain by placing the woman at the center, on her needs and desires, in a direct, honest, compassionate and unapologetic manner.

That's how we like our ads.

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Marketing to women or for women?

A quick look at posters from the beginning of the advertising age paints a rather bleak picture of the place of women in society throughout history.

Products marketed to men were joked about women being stupid and clumsy, while products that were considered "feminine" - that is, cleaning products and kitchen utensils - displayed a distinct disdain for female intelligence, to the point that many times they were not directed at women at all but at their "husbands".

You mean a woman can open it?

Aggression at its best

She would be happier with Hoover

Men prefer tights

This horrible trend continued for decades, until sometime in the 1980s and 1990s, with the entry of more and more women into the world of work, marketers began to understand that women also have purchasing power, and that to get them to buy you need to at least speak to them in respectful language.



There is no doubt that this was progress in the right direction, but at the same time, we began to see excessive use of women's sexuality as a means of sales.

In the same year that the Carpri advertisement was released, a Wonder Bra campaign was also released under the title "Hello Boys", which hinted to us who is the real target audience for the brand's bras.

The campaign was widely successful but over the years, as the feminist movement gained momentum, the idea of ​​men dressing women in lingerie as if they were sex dolls became less and less popular.

In 2018, in the midst of the MeToo revolution on social networks, the company recreated the same iconic campaign under the new title "Hello Me".



One can certainly understand Wonder Bear's move.

When competitor Victoria's Secret is hit with criticism for sexist messages, anorexic models, and an inability to read the changed map, and is forced to close no less than 53 stores across the United States, it means it's time to move forward and fast.

Israeli advertisements no longer pass the screen

Back in our tiny country, Yael Bar Zohar was only 15 years old when she participated in a commercial from 1996 in which she runs away from school to show off with a guy older than her, Lior Miller, under the slogan "You see that you have pepper".

If this isn't preaching to the cause of minors, then I don't know what is.

In a Mi Eden commercial from 2008, Bar Refaeli stars in erotic poses as she unsuccessfully tries to seduce a guy who doesn't like her.

As part of a campaign by the Vizzo association against pornographic advertisements, it was named the most sexist advertisement of 2008, "because it most clearly demonstrates the concept of objectification - the comparison between the model's name ("the bar you've always wanted") and the product standing still on the counter in the man's house, presents A submissive female image, a servant, is limited to the front door of the kitchen and specifically to the limits of the marble," Vizzo wrote.

But the objectification of women was not limited to commercial advertisements.

In 2012, following a publication in which female Mossad fighters caused a sensation when they spoke for the first time about their work, the Ministry of Tourism launched an extensive campaign to remind us women that if we join the army it will ruin our hairstyle, and that if we want to contribute to the country it is better to just invite a friend from abroad.

What do women want?

Only in the last decade did we begin to see the trend change when, at the same time as the hype on social networks, the advertisements also began to present a different reality.

It can be said that this is much thanks to the data that in those years began to be more and more accessible to advertisers.

For the first time, brands could know what occupied their audience and build their campaigns accordingly, and correspondingly, brands that managed to catch the trends in time had resounding success.



The April network's 2011 campaign was among the first to bring the issue of women's empowerment, which subsequently grew to unprecedented proportions, to the forefront.

The advertisement shows a bride eating wildly with her hands and enjoying every bite, and ends with the slogan "Beauty is a matter of self-confidence".

After years of double standards where men, more or less conservative, determined how we should look and behave, we finally started to get legitimacy to do what we really want.

At the same time, the subject of body image also began to receive more space in advertisements.

If traditionally all the models without exception were young and thin, this H&M campaign from 2016 is one of many examples of the changes that have taken place in the ideal of female beauty: you can be full, black, tattooed, trans or bald, and still be a lady.

Vysotsky's "I Decide" campaign from 2017 continued the same line by calling on women to take control of their lives.

All of these created the basis that allowed the advertisements to later touch on more charged and less talked about topics.

The ads for Yami from 2017 and Noam cheese from 2018 touched for the first time on parental guilt related to our function as mothers, specifically around the food our children eat.

When we balance career and family life, normalizing shortcuts like toast with yellow cheese or prepared food can really save our sanity.

If once the messages were that you should stand in the kitchen 24/7, today they say, make yourself an easy life.

Moshe Peretz's "Children is laundry" campaign from 2019 came to break the Eastern macho stereotype by presenting a father of a large family doing mountains of laundry and curling hair along the way.

In Dove's advertisement from 2021, they chose to focus on the damage that the world of social networks and selfie culture causes to the self-image of girls and boys.

The campaign aims to encourage authenticity and natural beauty through sharing on social media under the hashtag TheSelfieTalk.

He was successful because he promoted an issue that many parents around the world are concerned about and put it on the agenda.

facing forward

While the war on abortion rights in the US is still raging and conservative forces are trying hard to hinder the evolution of women as equals among equals, the ability of brands to take a stand on social issues is more important than ever. Revolutions do not happen in one day, they are the result of a slow and prolonged trickle that gradually permeates the public consciousness In visible and hidden channels Brands that know how to use the power of advertising to promote not only products and services but also values, vision and social morality will be the ones that will leave a mark, even long after the campaign is over.

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Source: walla

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