Target Audience

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I have the cheapest, fewest-functioned cell phone on the market. I want a phone that sends and receives calls and can be turned off. I don’t take pictures with it and I have no idea how to text with it.

So, most of the commercials on TV for new phones—and new phone features—are a turn OFF rather than otherwise. Especially the one for the—we’ll call it—Doorways® phone.

The commercial starts with a guy in bed, fiddling with his cell phone. In walks his wife, a well-built, attractive woman in a slinky black negligee. He never takes his eyes off the phone.

Who is the advertisement supposed to appeal to? Some people argue that too much of advertising these days is focused on selling products with sex. “Eat our chips and JUST LOOK at the kind of hot women you’ll meet!” seems to be the germ of an idea behind some of the tortilla chip commercials of recent years.

And let’s not forget all the commercials for various “male enhancement” schemes that end up with the couple sitting—for reasons beyond me—outside in SEPARATE bathtubs.

Now, though, we have a commercial that seems to be trying to say, “Men, use our product and your libido will disappear entirely within six days OR YOUR MONEY BACK!!”

And this commercial is not alone. There’s another commercial that’s been showing up during football games this season that shows a young man—probably in his mid-twenties—who is watching the football game on his big screen TV in his living room (by himself). Then, he folds up the TV to about the size of an iPad® and continues to watch the game as he walks into the kitchen. As it goes on, he changes the device in his hand to a laptop computer and a cell phone and maybe something else—able to continue watching the football game all the while.

The advertisement is for whatever service it is he has that allows him to watch football wherever he is. While that probably sounds pretty appealing to some guys, the man in the commercial has clearly become a clueless loser, thanks to this product. At one point, he stops at a beachside café and, while really hot women in bikini-like strings try to get his attention, he remains focused on the game. I like football as much as the next guy but even when I was young and single, I would have dropped watching my favorite team in the Super Bowl if a girl like any of those in this commercial had even looked sideways at me.

The man in this commercial is clearly single and, thanks to the product, he’s going to stay that way. Who is this commercial for? “Men, are you tired of beautiful women and relationships both meaningful and shallow? Buy our product and, before you know it, you’ll be sitting on your couch in your underwear, watching reruns of old sporting events and covered with the crumbs of half-eaten Cheez-Puffs and wondering when exactly you turned forty!”

They used to say, “Sex sells!” The man who (I believe) invented the Fig Newton™®, also said something about “For every action, there is an equal and opposite reaction.” Apparently, after years of sex selling, we’re now moving into an age where unplanned celibacy does, too.