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Best Practices Advertising to Men: Marketing the Payback Fantasy

Best Practices Advertising to Men: Marketing the Payback Fantasy


Hi I’m Graeme Newell and today I’m going to
show how marketers use revenge and sexism to bond with male customers.
When you’re a husband, sometimes it seems like you can never please the wife.
“Slow down, slow down, what’s the hurry? You’re driving like a maniac! Are you listening?
Are you listening? Why do advertisers roll out these henpecked
husbands? Because there’s nothing sweeter than the payback.
“Hiiiiiiiiiii. Great, now look at what you’ve done, I told you not to drive so”
Plain and simple, he outsmarted her. “For drivers that want to get the most out
of their cars, there’s Bridgestone, or nothing.” Mr. Potato head did two very important things
in this ad. He demonstrated the tire’s stopping power, but just as important, he made men
feel smarter and more powerful than their wives.
“I love this Miller Lite aluminum pint, oh really”
This has proven to be one of advertisings most alluring emotions for men, and it shows
up again and again. “My dearest Lisa, as we enter our first
day apart, I already miss you terribly. Believe me honey, it’s no picnic out here. But don’t
you worry about me. Somehow I’ll get through it. And know in your heart, I will see you
soon. Though, I just can’t say when. Patrick. You’ll find it hard to come back. The 244
horsepower pilot, from Honda” In this PC Penney ad our henpecked hero breaks
his word to get home early from poker night. “Flush. Hey fellas, I gotta get goin. Come
on man. I gotta go apple pickin with the missus tomorrow. Ugh. I’m not kiddin. Come on guy,
she won’t mind. Ok, a couple more hands. What’s the worst that could happen, right?”
He suddenly finds himself returned to the doghouse where offending husbands are put
on trial. “Case number 478, Jonathon “Bold” Bolkowski.
Listen for the hundredth time all I said was her mom looked good in a bathing suit. And
you don’t see wh- it was a compliment. And you don’t understand how it’s inappropriate
to tell her that her mother looked hot. I didn’t say hot. The word he used was “smoking.”
Smoking? And he made this hot sizzle noise. Like this. Honey! What kind of gift is this?
It’s a beer-making kit. I don’t even like beer. It’s a wonderful beverage. Get out.
You got your wife a paper shredder? I’m sorry, a hammer drill? You got her a robe?
A nice robe. It’s from a hotel. A nice hotel. Next. Five-star hotel what else does she want.
Just go fold. Hey Helen, Anne, Jessica. Donny, didn’t we just see you? That was some poker
game you guys had huh? I know, I know. You’re gonna be in here for a long time Donny. No,
I don’t think so. Look what I found. That’s nice, Helen, it’s, you know. Very smart.
See you tomorrow? Yea, probably.” …Ingenuity, and JC Penney jewelry, get him
out of the doghouse. So remember, if you want to build a bond with men, showing them outsmarting
their wives is one of advertising’s most ingenious ways to stroke male egos. I’m Graeme Newell
and that’s emotional marketing.

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