Population Statistic: Read. React. Repeat.
Wednesday, January 20, 2021

With as much television advertising as I watch (and actually pay attention to), I’m surprised that I’ve never noticed this: The prominence of married women characters in TV commercials.

I have always believed that the biggest market for wedding rings is not among newlyweds but among the creators and producers of advertisements for prosaic consumer products. The need to nod to viewers who are part of mainstream households that the actor or actors in the commercials are meant to be married — just like you! — is the reason behind the proliferation of such rings.

That need is, of course, multiplied a million-fold if the spot shows a woman (or man) with a child or children. Offspring out of wedlock? Gasp, shudder! Never on Madison Avenue.

The idea being that, within that 30-second window, there’s no room for subtleties. So the visuals have to instantly convey that the talking head that’s talking to you is much like you, so you should listen. Single? Then you either aspire to be married, or else you don’t spend as much as a married woman anyway, so then who cares about you? The ring is the thing, clearly.

It’s a rather vicious set of mnemonic messaging if you’re single, though. Not only are you excluded from the pitch, you’re being told that the pretty woman on the screen is off-limits. That is, if the sanctity of advertising-imagery marriage means anything to you…

by Costa Tsiokos, Wed 01/20/2010 10:55 PM
Category: Advert./Mktg., Society, Women
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