No Politics, Please
To win over women, keep feminism out of your ads
If you want to sell to women, steer clear of feminist messages in your
advertising, advises Brandweekmagazine. Though many consumer-product
campaigns incorporate what the magazine calls "a vaguely politicized
rhetoric of empowerment," women likely to respond to these messages
are in the minority, the magazine says.
According to a Time/CNN poll, fewer than half (48%) of women believe
feminism is "relevant to most women" today.
Forty-three percent have an "unfavorable" impression of feminists,
compared with 32% who have a favorable one. Even self-described feminists
aren't so keen on feminism these days. Just 64% of them told the pollsters
they thought feminism is relevant to most women.
Copyright © 1998 by Bond Communications.