What Marketers Don't Know: Why You Don't Put A Naked Dude In An Ad Targeted To Ladies
Ever notice how men's magazines are filled with pictures of naked or mostly naked ladies and how women's magazines are filled with pictures of women in impossible clothing and shoes that cost about the same as a condo?
This is not an accident.
There's a story up at Consumerist about how Kraft ran an ad of some guy at a picnic with only a bit of picnic blanket over his manlog, and the "One Million Moms" got their panties all wadded over it.
Now, it's possible the ad agency for Kraft thought they'd get some viral attention for it, but again, the problem is, you don't sell to women with pictures of naked men. They prefer a handsome man in their life to an ugly one, but, in general, we just don't sit there and drool over the parts like men do.
Best bit over at Consumerist:
The moms are urging fellow anti-picnic nappers to boycott Kraft: "Christians will not be able to buy Kraft dressings or any of their products until they clean up their advertising."
Um, do these moms never go to the movies, turn on a TV set?
Let's avoid getting all hysterical, shall we?
Kraft's greatest error is that they're wasting their money. Shall we leave it at that and move on to something actually horrible to be outraged at, ladies?
P.S. On a creepy note, the ad, at closer examination, says "Silverware Optional," calling to mind Loreena Bobbitt.
UPDATE -- some research to support this from one of my old columns:
A study by sex researcher Meredith Chivers (with electrodes in an area on a woman that only TSA agents, her lover and her gynecologist go) revealed that women are turned on by erotic video, but find footage of a naked guy exercising about as sexually arousing as long, slow pans of the snowcapped Himalayas.
Am I wrong to see an image of Jesus being crucified in the pose? (Placement of arms suggests the cross beam, placement of legs suggestive of how Jesus legs were nailed, table cloth suggestive of loin cloth).
jerry at June 17, 2013 11:24 PM
They prefer a handsome man in their life to an ugly one, but, in general, we just don't sit there and drool over the parts like men do.
So the latest feminist hero, Daniel Bergner, says this just isn't so. Based on statements he's made about women's desire, he'd probably say that if you claim not to be aroused by images, or if you truly aren't it's probably societal repression.
http://www.slate.com/blogs/xx_factor/2013/06/17/are_women_turned_on_by_pictures_of_naked_men.html
For a long time, we’ve been told that female desire isn’t powerfully sparked by visual turn-ons, by, say, great shoulders or a great package. That is, the visuals might matter but not so much, and certainly not as much as they do for men. This fits with evolutionary psychology’s perspective, which suggests that female eros is innately more measured and cerebral, more about future plans than present gratifications. But are women less visual?
Meredith Chivers, one of the inventive researchers and original thinkers in my book What Do Women Want?, does not dwell on attempting to compare men’s reactions to women’s. In her lab, she shows all kinds of porn to women and men and graphs the changes in their genitals. She can’t statistically compare what a vagina does to what a penis does—they do different things. What she can do, though, is show that women get physically aroused, strongly and swiftly, while watching all sorts of X-rated scenes. To stare at her graphs is to doubt the old assumptions.
(He ends by asking women to write in and tell their experiences.)
jerry at June 17, 2013 11:35 PM
I love watching womens porn....which is....
Going to YouTube and watching "haul" videos (things they've shopped for), OOTD videos (outfit of the day), and finally, get ready with me videos (where they pile on the makeup).
Does real porn arouse me? Yeah but not by much, and Im picky on what arouses me in terms of porn. And for the most part I find it kinda boring.
Btw I find the naked man above kinda gross.
Ppen at June 17, 2013 11:59 PM
Does the offended then reach for a copy of Cosmo? Sure.
And then complains about her little darling growing up too fast. Blames Playboy.
Radwaste at June 18, 2013 12:25 AM
Yeah, the guy looks sleazy to me. I wouldn't want a hot guy flashing me on the subway either, even if he was super duper hot. I wouldn't be all like, "Yay, I got to see a dick!" I'd be calling the cops.
Sey guys in ads are often a little too flasher-on-the-subway seeming.
NicoleK at June 18, 2013 3:07 AM
He's an ess-ell-you-tee SLUT!!
OMG!
But, really, c'mon, who honestly cares? It's a cheesy ad, big deal. Some idiots think cheesy sells. Sometimes it does. This time? Meh.
(And the guy's cute, I guess, but in an arrogant kinda way. Doesn't mean I won't buy the salad dressing though. Makes a great steak marinade.)
Flynne at June 18, 2013 5:27 AM
Amy Alkon
http://www.advicegoddess.com/archives/2013/06/18/what_marketers.html#comment-3755378">comment from jerryall sorts of X-rated scenes
Sex scenes are not pictures.
Furthermore, women are aroused by video of bonobos having sex, as well as men and men and women and women.
http://www.nytimes.com/2009/01/25/magazine/25desire-t.html?pagewanted=all&_r=0
Best to not lecture me on the science!
The quote below is from my column:
http://www.advicegoddess.com/ag-column-archives/2011/07/boy-meats-girl.html
http://www.advicegoddess.com/ag-column-archives/2011/01/dirtysomething.html
Amy Alkon at June 18, 2013 5:34 AM
Amy Alkon
http://www.advicegoddess.com/archives/2013/06/18/what_marketers.html#comment-3755387">comment from jerryAm I wrong to see an image of Jesus being crucified in the pose?
Do you also see the Virgin Mary in your toast?
Amy Alkon at June 18, 2013 5:38 AM
Oh, I don't know, I'd like to eat my picnic right off him, with my tongue. I like the ad.
MOMOF4 at June 18, 2013 6:27 AM
Is that same guy from the television ads? He is a cutie, but this just doesnt do it for me. I think the tv ads work mostly bc they are clearly meant to be making fun of those bodice ripping covers you see on cheap romance novels. They are clearly tongue in cheek. My husband and I laugh whenever they come on and I think they are cute. People that see something dirty in those ads are the ones whose minds are in the gutter.
Sheep mommy at June 18, 2013 6:32 AM
I see a Michelangelo sculpture in the making.
I R A Darth Aggie at June 18, 2013 6:43 AM
I'm with Sheepmommy on this one. The tv ad (I've only seen one, thank you tivo) is obviously a play on both traditional "mens" advertising, with the "hot guy" and also on those "women's porn" memes, with the guy making dinner, and then saying something about how he'll also do the dishes. I don't think it translates well to a print ad, but maybe the ad execs just wanted to provide a good still shot, so that if it does become some kind of viral meme there won't be blurry paused shots of a tv screen.
Jazzhands at June 18, 2013 7:01 AM
Amy Alkon
http://www.advicegoddess.com/archives/2013/06/18/what_marketers.html#comment-3755582">comment from MOMOF4I'd like to eat my picnic right off him, with my tongue
I love momof4!
Amy Alkon at June 18, 2013 7:18 AM
Oh groan, not the One Million Moms again. They should start being truthful and call themselves what they are, Twelve Tiresome Old Bags.
The guy looks okay, but when I looked at the picture my eyes were drawn to the plate of food next to him, trying to figure out what was on those appetizer-looking things.
In other news, my boyfriend and his roommate see Jesus on their toast every day, because I bought him a Jesus toaster for Christmas last year.
What, it was in the spirit of the holiday!
Pirate Jo at June 18, 2013 7:25 AM
Ok, I know I have been spending too much time on Netflix watching Mad Men, but sometimes advertisers are too clever by half.
Creating an ad becomes all about how clever they are rather than selling the product.
Would I buy the cheese? Well no, but I don't buy their products anyway because the are plasticated crap.
Isab at June 18, 2013 7:38 AM
I just looked at the article. Loved this line:
"He’s going to get ants all up in his business if he doesn’t put that food away before taking a nap."
Hahahahahahahah!
Well, I don't have an opinion on the topic, but thanks for printing the photo! Nice way to start the day, as far as I'm concerned.
Pricklypear at June 18, 2013 7:57 AM
it's just the old spice commercial taken to n+1 ... which is where not to go.
guy looks like a modern Ray Stevens with that 70's hair... "Don't Look Ethel!"
SwissArmyD at June 18, 2013 8:55 AM
I like looking at a beautiful man, but not naked in conjunction with food. All I'm thinking is, this feels unsanitary.
Maybe it's just me, but I'm more likely to want a product (however fleetingly) if the ad has a beautiful /woman/ using it.
Insufficient Poison at June 18, 2013 9:01 AM
Actually, I can't remember the last time I was actually inspired to buy a product based on the commercial.
They amuse, bore or irritate me, but they generally don't inspire me.
Pricklypear at June 18, 2013 9:07 AM
Amy Alkon
http://www.advicegoddess.com/archives/2013/06/18/what_marketers.html#comment-3755712">comment from Insufficient PoisonInsuff, would you take (and eat) sushi off a hot woman's stomach at a party?
I think the hairy bod may have something to do with this.
Amy Alkon at June 18, 2013 9:08 AM
I hardly claim to be a Christian scholar, but I'm pretty sure the Romans were all about putting the arms out to the side on the cross beam. That's the way it looks on all the crucifixes I've ever seen anyway. Also, the feet would have to be closer together. So, I'm going with no, that isn't an attempt at a Jesus reference.
Shannon M. Howell at June 18, 2013 9:25 AM
I would. It would be less off-putting. Less hair, plus I've read about the hygiene process those women undergo before they become a serving platter.
I think it's his butt and junk on the blanket that's bothering me. If it were my husband, it wouldn't, but he's a stranger.
Insufficient Poison at June 18, 2013 9:31 AM
"Guys go to a restaurant called Hooters. If there was a place where male waiters were dressed up to arouse the women, they wouldn’t be in Speedos. They would be in suits carrying briefcases and they’d be holding up their perfect credit reports." -- Whitney Cummings
Insufficient Poison at June 18, 2013 9:32 AM
Alas, no Marys in my toast, virgin or otherwise :(
jerry at June 18, 2013 10:07 AM
' They should start being truthful and call themselves what they are, Twelve Tiresome Old Bags.'
Hear, hear!
crella at June 18, 2013 5:26 PM
I wonder why they put the viewer up a tree?
Gog_Magog_Carpet_Reclaimers at June 18, 2013 6:22 PM
"I wonder why they put the viewer up a tree?"
Indeed! Is it because I belong to Generation X that I'm doomed to find these advertising questions fascinating, as opposed to just enjoying the sight of an attractive naked man?
Well.
Yeah, how did they get the photographer up there, to take the picture from that angle? What if it wasn't a tree, and they had to rig up a big ladder to make the shot work? Where did they buy the ladder, home depot, and did they anticipate that need and bring it from home, or did some poor intern have to shop around all day for that ladder? And in the meantime, while the intern was doing the shopping, did the model actually get to take a nap?
Pirate Jo at June 18, 2013 7:52 PM
The hairy pits are kind of off putting, maybe if he was sitting up, holding the product.
nonegiven at June 19, 2013 8:33 AM
"In other news, my boyfriend and his roommate see Jesus on their toast every day, because I bought him a Jesus toaster for Christmas last year."
Are you sure that isn't Hello Kitty?
Cousin Dave at June 19, 2013 9:30 AM
Amy Alkon
http://www.advicegoddess.com/archives/2013/06/18/what_marketers.html#comment-3757324">comment from Cousin DaveI used to worship Hello Kitty, but then I turned 7.
Amy Alkon at June 19, 2013 9:35 AM
(a) For a long time, we’ve been told that female desire isn’t powerfully sparked by visual turn-ons, by, say, great shoulders or a great package. (b) That is, the visuals might matter but not so much, and certainly not as much as they do for men.
There's a difference between (a) and (b) above.
(a) says that female desire is not powerfully sparked by visual turn-ons. I don't believe that's true. I believe that female desire is, or can be, sparked by that.
(b) says that women are turned on by visuals but not to the degree that men are. I believe that. Exactly what that degree of difference is, I'm not sure, but I suspect it's less than what people conventionally think.
JD at June 19, 2013 1:47 PM
Amy Alkon
http://www.advicegoddess.com/archives/2013/06/18/what_marketers.html#comment-3757690">comment from JDSee Chivers study above. You can believe what you want, but until you hook a plethysmograph to hundreds of women's vaginas, I'll go with Chivers' findings.
Amy Alkon at June 19, 2013 3:26 PM
"until you hook a plethysmograph to hundreds of women's vaginas"
That is SO hot.
Gog_Magog_Carpet_Reclaimers at June 19, 2013 4:46 PM
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