It has become a trend to use women in ads. It is believed that a female makes an ad more attractive and eye catching which is quite true. For instance if you are flipping pages of a newspaper or a magazine and if there is a female in the ad who is promoting the product, wearing tight fitted clothes, will suddenly grab your attention.
Load shedding is a major issue these days. Every Pakistani is a victim of it. Load shedding comes with numerous problems. One is the braking down of electrical appliances due to high voltage and fluctuations. In addition to this, freezers and refrigerators do not work properly in summers due to heavy load shedding. Pakistan’s largest selling brand, Waves, recently launched a new deep freezer “Cool Bank” which works without electricity for hours thereby resolving the problem of load shedding.
Overall the ad is acceptable but what grabs the attention of viewers is a woman sitting beside the deep freezer in a casual manner. She is wearing a skin tight shirt and jeans with high heels. From my perspective in this ad, there is no need to expose a woman. The primary focus of this ad is on “Cool bank” and not on the woman.
Besides this, the marketers prefer to keep those girls in ads that are tall, slim, fair and smart. Women have become an object in ads which grab attention. The success rate of ads that include females are higher as compared to others which do not.
Fariya Hashmat
See, all your points are totally taken. But, the advertisers are truly on a wrong path if they feel that only grabbing attention is enough to make money from a copy.
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Your target audiences dont naturally relate to this type of a message at all. a lady in a sexy outfit, does not at all convince a housewife buy a deepfreezer. Neither a man, flipping a magazine's page would like to purchase Waves Deepfreezer only because it uses a sexy lady in its advertisement. Our audience is poor, illiterate and aggressive in all means. they want what the ad has in it. so, if waves supplies women with the deep freezers, then OKAY; the ad is perfect!!!! :P
i think its good to see a lady wearing tight jeans in ads
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