No Politics, Please

November 1998


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.


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