For example, its depilatory razors by making body hair a tremendous drama. "Unwanted hair puts your life on hold," usa phone list a voiceover. Regardless of whether this is the most appropriate strategy to reach 21st century consumers (who will surely wonder if life on pause is not an exaggeration that is too dramatic and they will not be able to avoid rolling their eyes at usa phone list a statement), the advertising format plays with that element of weaknesses and problems that will make you feel worse. They play with the self-esteem of consumers and with the vision they have of themselves, to promise that their product will solve all these problems. You don't have to keep all the traditions The advertising format is very old and its history can be followed not only in the history of television, but also in the history of magazines and newspapers in newspaper archives.
If you pick up a newspaper from the 1800s, there will already be an ad for a miraculous water for sale somewhere that will remove all those things that "unsightly" the complexion. But just because the format has a long history doesn't mean it's still useful or works. In fact, these types of ads traditionally tried to conquer women and usa phone list them. Consumers were the recurring element to whom they tried to sell their products, pointing out that this was going to make usa phone list better or more beautiful, whatever it was that was considered beauty at the time. Women have changed, the usa phone list they occupy in society has changed and, as rights have been conquered, they should have also changed how brands sell and how they are addressed. Because attacking the self-esteem of your consumers does not seem like the best of ideas and it is not at all in economic terms. If trends such as empowerment advertising have shown anything, it is that to sell to 21st century women you have to change the chip: you have to abandon certain long-lived techniques that no longer work.
Millionaires loses In fact, continuing to obsess over this is causing brands to lose, according to one estimate, some 774,000 million pounds sterling, about 869,000 million euros in exchange. This is what a Kantar study has just shown, within a broader analysis of the position of brands in relation to consumers. By attacking women's self-esteem, brands are now jeopardizing their usa phone list in the market. 80% of household purchasing decisions are made, remember in Marketing Week , by women. Companies that have achieved a balance in their usa phone list between genders achieve that added value that in general the others lose, but they also have much better health (6% better) than brands that are heavily oriented only towards men. How to change the speech How can brands break the vicious cycle and how can they target female consumers in a different way? The study concludes that creating self-esteem, that improving things from scratch is very complicated, but that brands can embrace existing messages. That is, they can be one more element to create a positive self-esteem. And, above all, brands have to do it in a natural and organic way.