In today’s FT, the Marketing section, there is an article titled, ‘Advertising industry is in the pink’ (sorry subscription only). As the name suggests it is about the acceptance of gay lifestyles into mainstream advertising.
I thought it would be interested to substitute the word ‘grey’ for the words ‘gay’ and ‘homosexual’ in the article to see if it still made sense. Here are a few of the sentences that resulted:
As grey personalities become familiar figures in sitcoms and reality TV shows, mainstream advertisers are starting to feel more comfortable about using grey imagery in their marketing messages.
Companies such as Procter & Gamble, Absolut Vodka, Ikea and Ford have long targeted the grey market through niche media channels. However, grey themes are beginning to move across into marketing messages aimed at mainstream audiences.
The result is a growing number of advertisements with grey themes as well as ads featuring older people."
At the same time, evidence is emerging that - contrary to popular perception - grey buying patterns closely resemble those of the general US population. A recent study revealed that the grey market is not in fact dominated by buyers of up-market goods. Half the respondents said they regularly shopped at Wal-Mart and about one in four owned a Sears card.
But if advertisers are feeling more confident about bringing greys into mainstream ads, the real challenge is a creative one - how to portray older characters without resorting to stereotypes.
And so the article goes on. Interesting. Dick Stroud: www.20plus30.com
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