Ad execs think in statements. Preferably four word punchy sentences, all in capitals. This thought process often leaves subtlety out in the cold, and tricksy terms like gender stereotyping are gleefully discarded, no doubt because they dilute the message and block that crucial blue sky thinking. So, having ditched those pesky complexities of real life at the way side, the execs set about planning the new Acer ad. A point-by-point summary of the strategy meeting follows:
1) Laptops are functional, practical and useful
2) Therefore, laptops are for men. Women don’t like laptops
3) How can we make women like laptops?
4) By giving laptops a really feminine and pretty image
5) How?
6) By getting that Megan Fox lass, you know, the one famed for her acting talent the world over showcased inTransformers 1,2,3, etc
6) Yeah! But wait, isn’t she mostly popular with drooling young men?
7) True, but she is really really girly, so let’s get her to appeal to girls even more and pretend she can speak to dolphins
8) Eeeeeeeeeee! That is SO sweet!
If you thought the end result was crass enough, Fujitsu Japan clearly didn’t agree and decided to go one step further by unveiling the Floral Kiss – a laptop designed specifically for women. The Floral Kiss has a specially designed lid so there’s no danger of chipping your perfectly manicured nails, a ‘Feminine pink’ colour scheme and most importantly – your daily horoscope loaded and ready to be accessed at the touch of a no doubt perfume-scented button. What’s that I hear? Ah, it’s the dull thump of palms smacking foreheads across the nation.
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