Marketing Today - 092
Marketing Today, Episode 92, from Monash University, Melbourne Australia. Featuring:
- Wags and Col "on the couch", discussing the following topics:
- Airlines - does "sex sell"?
- The porn industry innovating again with 3D TV;
- Listener feedback from Adam, Peter and Greg;
- Old Spice - the old and the new;
- Kimberley Clark, Kotex and the "V-word";
- The Hawthorn Football Club taking a swipe at Myki;
- Myki, Metlink and segmenting the fare-evader market.
- Song of the week: Adrina Thorpe, "Everything Changes", from http://www.musicalley.com/
posted by Wags at
3:34 PM
5 Comments:
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Anonymous, at Friday, March 19, 2010 at 4:04:00 PM GMT+11
Wags. In relation to the Kotex adds which cleverly deconstruct a history of advertising for women's sanitary products; I think that firstly that recently advertising has been leaning toward deconstructive strategies and abject subject matter - some of which is tacky, some just gross - like that add for beer where the tongue bounces around to "push me, and then just touch me, til I can get my satisfaction." The big three in contemporary advertising - deconstruction (of the face) shock appeal and sex appeal. There is in fact a big four - the last being appeal to intelligence - smart adds for smart people - like the Intel add where the geek changes the maths sum slightly and the other geek walks in and says "oh yeah thats real funny" and the by line is something like "our jokes are different to yours." I think that that is where this new marketing campaign of Kotex fits - straddling the four new trends in advertising appeal - to our intelligence in highlighting the deconstructive process, with good looking women creating a psychic affiliation and with new forms of language and representation of the product creating shock appeal. This is an add for a new generation of consumers - if Australia's population grows by 1 person every minute and 11 seconds, how long is it between girls periods? Should marketers be asking that? Do they ever target tweens entering a new and strange market? Just following friends or mothers preferences? Nup.
There are bigger fish to fry in the marketing pool of periods than whether or not they can say the word vagina. Its not cool, but as a rule the general public seem to find the word vulgar - I mean we do have an aging population (who are likely to watch lots of free to air TV) and these people have seen the feminist revolution of the 60s come and go. Vagina will be a dirty word for at least a little while longer.
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