Wednesday, October 04, 2006

You’ve come the “wrong” way baby

Back in the 1960s, a delightful series of tongue-incheek ads appeared in the magazine for a cigarette called ‘Virginia Slims’. It showed two sets of images – one of women in the 1900s and the other, juxtaposed next to it, of a happy modern women. The punch line that accompanied all these ads read, “You’ve come a long way, baby.” It helped create an aspirational image, which appealed to women. This was the 60s and the feminism movement was just beginning to take shape. The strategy worked delightfully well for the company Philip Morris, and from 1968 through 1980s, the brand saw its market share grow up from 0.24% to 3.16%. The ads showed how the modern women was more in control of her life and free to make her own choices. However, the question is really important: Is the modern woman really free? Or has she been simply ‘bondaged’ by modern advertising to live in a world of illusionary freedom? Today, the way women are depicted in ads makes one think – are they a happier lot now, with more freedom and financial independence? Or is it just a superficial change on the surface.

For Complete IIPM Article, Click on IIPM Article

Source :
IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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