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Please tell us why S.A. Brands Are Using Boring Female Archetypes…

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“The use of female archetypes has changed, but not in the way that everybody says it has changed,” says Rita Doherty, Group Strategy Director, FCB S.A. “As a result of our politically correct culture, we have actually withdrawn a lot of the sensuality and sexiness that I think should be a natural part of advertising…so if I think of ads today or over the last decade, I can’t think of ads that powerfully drew on desires to be with people, to touch them, to love them, to kiss them…”
In her view, this is taking something powerful out of the equation.
“I think it’s a real pity because as human beings we love beauty, and beautiful women are a huge part of what creates beauty in the world,” she explains. “From a pure advertising effectiveness [perspective], our attention is drawn to beauty and beautiful things. It’s a technique that works very well in advertising and I think it’s not used because people are so sensitive about objectifying women.”
Bring Sexy Back
Doherty adds: “What I find quite ironic is that you will find beautiful women in female magazines…and it’s very sensual, so it seems like you’re allowed to be sexy for women but you can’t be sexy for a mass audience.”
“We’re not talking about sleaze, and getting girls in bikinis to drape themselves on cars…this is just the pure celebration of the beauty of loving and sexuality, and I wish they’d bring more sexy back to advertising,” she says.
Doherty points out that we have a ‘very politically correct archetype of women right now’.
“…she’s good in the kitchen, good in the bedroom and good in the boardroom. And that is unrealistic. I’d much rather we have a grittier, more flawed identity [for women] out there.”
In her view, this is taking something powerful out of the equation.
“I think it’s a real pity because as human beings we love beauty, and beautiful women are a huge part of what creates beauty in the world,” she explains. “From a pure advertising effectiveness [perspective], our attention is drawn to beauty and beautiful things. It’s a technique that works very well in advertising and I think it’s not used because people are so sensitive about objectifying women.”
Bring Sexy Back
Doherty adds: “What I find quite ironic is that you will find beautiful women in female magazines…and it’s very sensual, so it seems like you’re allowed to be sexy for women but you can’t be sexy for a mass audience.”
“We’re not talking about sleaze, and getting girls in bikinis to drape themselves on cars…this is just the pure celebration of the beauty of loving and sexuality, and I wish they’d bring more sexy back to advertising,” she says.
Doherty points out that we have a ‘very politically correct archetype of women right now’.
“…she’s good in the kitchen, good in the bedroom and good in the boardroom. And that is unrealistic. I’d much rather we have a grittier, more flawed identity [for women] out there.”