To depict women in advertisements, previously it was an either or situation.
A. Either you are showing a mother who only thinks about her child without a care for herself or for that matter anything else
B. Or you are showing the high-heeler wearing a western dress and spinning her web with (or on) the other sex.
But how things have changed! Modern advertisements and modern women have found a new bond…one thats fresh, new and shows a change in people’s mindset.
You always know things have changed when Unilever shows any trend in their branding. Just a few years ago Fair & Lovely preached – get fair and get married. Now they promise – get beautiful and be successful. Now we see Prianka Chopra riding motorcycles and say why should boys have all the fun!
So the big idea is – dont consider women in stereotypical, traditional roles only. The women of this generation have become much more cosmopolitan – but that doesnt mean they will wear business suits in office! (Although a recent telecommunication ad showed a successful corporate executive wearing a business suite and sporting a fake accent). What it means is women are getting into far more demanding and controlling roles. And we, marketers, must take into account this paradigm shift. Otherwise, we will never appeal to this vibrant pink generation.