Ad campaign targeting black women
Posted by ~Ray @ 2007-11-17 21:03:22
The "My Black is Beautiful" race is targeting the growing buying power of black women. However the affiliate says it is also meant to stimulate a dialogue about the way black women are portrayed in advertising and in the media. A Web place has been created with a plan for an interactive forum for discussion; community grants ordain be available; and the company has announced plans for a city journey.
Read more to find the manifesto and related links to: the race; similiar ad campaign by Dove; What Advertising Age has to say about the race; what people are saying about "My Black is Beautiful," more thoughts on black beauty.
The Procter & assay Co.'s new campaign targeting black women includes what it calls a manifesto. Here's how it starts:
From the alter of my climb to the texture of my hair to the length of my strands to the breadth of my smile.¤.¤. To the stride of my gait to the continue of my arms to the depth of my bosom to the curve of my hips,to the glow of my skin my black is beautiful. It cannot be denied. It ordain not be contained. And only I will be it.¤.¤.
Advertising Age says P&G is following the strategy of finding an underserved consumer and targeting them. The affiliate open that 71 percent of black women feel they're portrayed worse than other women in media and advertising but they pay about three times more on beauty products. Advertising Age also explores how the Don Imus controversy affected the timing of the launch and how the company is exploring the Hispanic consumer locate too.
"It's nice to see a Fortune 10 company be bold about it especially considering their history of Ivory soap and the images they used to use for that."
'At least P&G has worked to increase diversity among its cater which currently stands at 43 percent women and 20 percent populate of alter according to Fortune. comfort it's pretty darn white and male at the top of the P&G corporate ladder."
"By the time I entered college. I received so much attention with "my" desire silky synthetic locks that for all four years I forsook any exhibition of my real hair. Never would I have imagined walking out the door without the faux volumes trailing from my continue. I had never before received so much attention from guys especially being a tomboy in Orange County,"
writes Vanessa Mizell at popandpolitics com. She then describes the experience later in life of opting for a different hair style:
"From that beauty parlor chair. I watched my real hair peek out at me the conceal of store-bought tresses falling all around me. It wasn't the shortening of my hair that made me nervous. No. It was the reality that I was going to showing the world what I hadn't been prepared for the world to see for years--my own bare naked natural hair." [ADVERTHERE]Related article:
http://blog.syracuse.com/indepth/2007/11/ad_campaign_targeting_black_wo.html
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