ADS AIMED AT WOMEN

1. ACTIVIA

This is an ad about a Spanish product. It sells a type of yogurt for "swelling" stomach. The fact is that the main characters are four women, like most of their ads. Why not four men? What would happen if they were four men? Are women the only ones that have swollen belly? I want to stress the way in which Carmen Machi (on the left side) presents "Ruiz family" and only three women are displayed.

It is just one example of the many TV commercials in which a food product is offered to “stay en shape” and gives prominence to women. It seems that men are not interested in these products, that men do not swell after eating, that men which don't eat yogurt for gases, etc. because men almost never appear.

Why do you think that women are the ones who perform the roles in these ads? is women who take role in these ads?

2. VANISH NAPISAN

This Vanish ad is clearly projected towards a female audience. Only in the foreground we found six women on screen and not a single man, and women are precisely the stars of this advertisement.

Cleaning supplies, dish detergents, degreasers (in the kitchen), clean floors, etc., they are led for the most part by women. Cannot men clean? Is there a handbook to be a housewife? Are women born with the ability to clean?

It seems that men don’t know to clean because there are not advertisements of this type where they appear. Is it always the woman who cleans? Could don't be three men and three women?

3. PULL-UPS

Another time, this is an ad where women almost always take prominence. The diaper brand "Pull-ups", as most brands that offer this product, bet on women as actresses of their advertisements. It seems that only mothers, not fathers, are able to give advice about diapers that we put our children. It must be that "only women do that”. Perhaps, in contrast, women have a maternal instinct that men do not.

Try to recall: How many ads do you remember where a man is the protagonist?