Marketable women

On November 25th, the International Day for the Elimination of Violence against Women is celebrated and from La Machi we propose to join this good cause. Questioning the role that women play in public space gives a lot to talk about because it exceeds publicity, and also involves questioning other communication media that distort reality every day.

In communications linked to marketing, the short-circuit is that most of the advertising proposals are made by men (more than 80%). Many of them think that we, women, function and act in the same way as they do. No body denies our biological differences, but there are cultural differences as well that make our relationship with the world, our motivations and buying patterns different.

The sad thing is that these differences, many times, are unknown or not considered, and it is difficult then to change the focus. Many brands fall into the easy recipe of the woman-object (even in advertisements that are aimed exclusively at women), it is true, but we would have to see if this format is considered relevant. How many of us really feel alluded and identified? In addition, I am sure that many times these fictitious underestimations and stereotypes play against, because many women do not relate or establish an affective bond with the brand.

Advertising is one of the most sensitive variables and has the greatest impact on women. They recognize immediately when they are treated without bias, without discrimination and as equals. The Dove Self Esteem Fund campaigns are a good example of a brand that changed course, forging an awareness of disagreement with the vortex in which we are submerged. Today, many brands follow this line as this campaign of Always where the main objective is to promote the strength of women, appreciating the value of the phrase “Like a Girl” and stop seeing it as a insult.

We should care and ask ourselves then what opportunities can be generated from a better tuning with the feminine look. Far from wanting to generate a war of sexes, what I intend is that women have a more active participation in advertising, and not as passive as until now.

By Bea Vilá Bertrán – Content Director of La Machi.