Though much has changed in the past 50 years, many ad campaigns today continue to feature old stereotypes – a mom smiling as she cleans countertops (really, does anyone smile as they do that?) or a dad throwing a football around with his son. But two recent ad campaigns make us want to chant “Girl Power!” as they turn common generalizations and stereotypes about girls on their heads.
Toy company GoldieBlox’s recent campaign shows that some young girls want more than dolls and cooking sets. Their clever video is aimed at showing young girls that science, technology and engineering can be fun. Through fun engineering toys, the company hopes to encourage them to explore these fields when they grow up.
Another recent ad campaign created for Mercy Academy in Louisville tells young girls, “You’re Not a Princess.” The intent of the campaign is to prepare girls for “real life” rather than waiting for a prince. Mercy Academy teaches girls the skills they need to be successful after graduation, and feels strongly that girls have a right to be equally represented in all areas of society.
Both the GoldieBox and Mercy Academy campaigns do a great job of empowering young girls, paving the way for future ad campaigns.
So what does this mean for advertisers? It’s time to rid your ads of common stereotypes. Here are two important ideas to keep in mind when developing your next ad campaign:
Know what your audience really wants…
It is critical that you know what your audience really wants instead of making assumptions based on generalizations. Not all girls like sparkly pink toys, and not all boys like water guns and action figures. If you know what your audience wants, you will be more successful reaching them with your advertising.
Then portray them correctly
Have you seen ads that show a perfectly-coiffed mom with an apron baking cookies for her kids? This warming scene may accurately portray some mothers, but certainly not all of them in today’s day and age. Once you know more about your audience’s characteristics and preferences, portray them accurately. Don’t resort to old stereotypes because it’s easy.
Need help getting to know your audience – or want to know them better? Give us a ring. We can help!