Sunday, January 21, 2018

Fragile male ego?

No, just marketing. Note that the dark shape on the bottom right of the white antiperspirant spray is the proverbial little black dress. That tells you it’s a product for women. So don’t go off about sauce for the gander isn’t sauce for the goose.

1 comment:

Ed Pie said...

The "fragile male ego" think also implodes if you pick up the argument that men are wrongly considered the default mode for everything.

Historically it's been true. Most doctors were men and there was some societal reluctance to cross the sex line vis a vis female bodies, living or dead--with everything from "If you don't know what I'm thinking, I'm not going to tell you" to "your wife has gone into confinement, so go boil some water and then leave; we will tell you later if it's a boy or girl"--so there just wasn't data on female health to study. And so until and except when it was recognized that women did more shopping, products were not marketed towards either sex in particular but moreso assumed by male businessmen that their perspective was the default one.

But even today, and at least as far back as the 1980s (my firsthand memories before then are spotty), some things got advertised as having been developed "with a woman's unique XYZ in mind." So men and women are going to think even more that if brand X is for a women, then anything that doesn't claim to be like brand X must not be, at least not specifically, because buying a product optimized for something you're not is like buying the wrong kind of oil for your car. It's not vanity, it's just smart shopping.