Opinions Please

nips2

http://www.youtube.com/watch?v=QcjlzSod0CE&feature=related
what do you think of this advert?
Does this advert offend you or change the way you view the product?

MagicSean

It is clearly made in good humour. Hardly worth being offended by. It's like the McCoys crisps adds.

mike65

There is a thread on After Hours about this (prolly 10-20 pages back by now) thats about the level for discussion regarding this advert, which is in a long line of light-hearted "macho" adverts for Yorkie bars.

nips2

I am doing a research project based on this advert titled:

"How is gender manipulated as a selling device in advertising?"


would love to get a discussion going on it...

RGDATA!

only if you let us read the finished project!

this ad doesn't seem the most apt to explore generally "How gender is manipulated as a selling device in advertising"
It's a sexual discrimination parody that plays on the idea that yorkie ads have always been a bit "sexist". The marketing thinking behind it is probably something like: this will be a bold, tongue-obviously-in-cheek campaign, which follows from the tradition that we've always marketed yorkie to guys. It will get a reaction from people and be somewhat "controversial", so it will attract attention to itself but we will do it all in good fun, and any publicity we get will be good publicity. If we can give it a twist to portray yorkie as an aspirational product for women, well now we're really cooking.

mike65

How about that ad campaign run by Nissan UK "ask before you borrow it?" which condoned female on male violence?

flogen

Or a currently running ad for Gilette Venus which goes through the various ways in which women can be "Godesses", which invariably centre around them being visually appealing to their significant others.

nips2

I'm using this question as I feel that the ad is masculinizing the image of the bar with the use of stereotypes...

steelcityblues

nips2 wrote: »

I'm using this question as I feel that the ad is masculinizing the image of the bar with the use of stereotypes...

Why is masculine considered inherently bad/negative by more people these days?

If you take that ad too seriously, you might as well stop enjoyin life!

callub

Yea I feel that this advert is sexist but its just a publicity stunt to grab the attention of consumers.

nips2

Do you think that the campaign is really just aimed at men?

callub

Men will buy it because its a "man's" bar while women will purchase it because they hate being told what they can't do.

nips2

True.... Do you think advertising uses gender for a reason?

Ticktactoe

callub wrote: »

Men will buy it because its a "man's" bar while women will purchase it because they hate being told what they can't do.

And also because it is chocolate......

callub

Yes they use it as a dig at the war between men and women.
They use gender too, expecially gender stereotypes so that people can relate to it!

callub

Good point ticktactoe. women aren't gonna turn down a Yorkie bar just because the packaging says "not for girls"

r3nu4l

nips2 wrote: »

I'm using this question as I feel that the ad is masculinizing the image of the bar with the use of stereotypes...

Hmmm, letting your own emotions get in the way of your research is dangerous as you cannot truly offer an unbiased view.

Your report may end up being like one of those reports from an official sounding 'independent' body that says "Sugar is in fact less dangerous than previously thought", then you discover that the report was commissioned by the British sugar consortium :rolleyes:

You have to be careful to avoid these lines of thought and just ask questions that are open, rather than developing questions that will give you the answers you want to hear...

excalaber

nobody is saying that masculinity is bad steelycityblues........quite the opposite in fact!!Masculizing a product can be quite an effect marketing strategy. I think this add is no doubt manipulating gender as a marketing strategy and on a couple of different levels. When you masculinize a product is appears stronger and more attractive(top of the food chain) but it is also manipulating gender politics for its controversy and stereotyped humor...i dont know where RGDATA is going with "yorkie as an aspirational product for Women" but is certainly correct in its potential for controversy and thus publicity...............................a very interesting choice of ADD campaign that clearly is loaded with gender polemics..."How is gender manipulated as a selling device in advertising?"is right on the money i think!!

TC cork

it is definitely not for girls!!!!!!!!!!!!!!:)

nips2

r3nu4l wrote: »

Hmmm, letting your own emotions get in the way of your research is dangerous as you cannot truly offer an unbiased view.

Your report may end up being like one of those reports from an official sounding 'independent' body that says "Sugar is in fact less dangerous than previously thought", then you discover that the report was commissioned by the British sugar consortium :rolleyes:

You have to be careful to avoid these lines of thought and just ask questions that are open, rather than developing questions that will give you the answers you want to hear...

Thanks for the advice r3nu4l , your quite right!