Recently I have noticed a change in direction for a lot of adverts that are directed towards males. Adverts, especially for those products that can be seen as 'fun' seem to have given up on aspirational advertising, including strong, professional business men in their stories but are instead picking up on mens' sense of playfulness, silly quirks and things men really enjoy. They appear to no longer want to persuade men by showing them the great person they could be if they used 'x' product but they are actually embracing males for who they are, warts and all... This allows men to empathise and interact with the advertising, producing a 'that's what I would do' response. For example the new Reno Clio advert doesn't really do a great job of selling the pros of the car itself but it seems to still get the attention of it's male target audience by using humor and including a male character that is realistic and essentially 'normal' and unintimidating. This is a huge step away from the Burton and Cigarette adverts of yesteryear that almost always used formal professional male icons in their advertising but it seems to be working! Other examples of these new types of adverts are the fantastic BT adverts with Adam and Jane and the new Heineken one with the walk in beer fridge!
No comments:
Post a Comment