Blog post #1 - Palm Olive Commercial
I selected the palm olive commercial found on the link; Vintage Palm Olive http://www.youtube.com/watch?v=_bEkq7JCbik&feature=related
From a consumers point of view, it tells me about the benefits of using dish washing liquid that softens the hands and of course the nails. The customer was inquisitive and wanted to know why the lady chose manicure as a profession of which she had a number of reasons including money, romance, adventure, power and she entices the customer by saying she wishes she was a nurse perhaps because the nature of the nails the customer had. In this way she buys into her desire to purchase a dish washing soap that will leave her hands softened and nails in good shape. The manicure lady used her position to make a sell. I believe the intended audience are the ladies that wash dishes at home and work on their nails. However there is a possibility that the dishes are washed by other people at home of different sex.
From a producers perspective, choosing to use manicure business was a plus since ladies love their nails so much. There a high correlation between nails and washing. Hence the ability to find a solution to her breaking nails through the use of a friendly and better dish washing liquid was a good marketing tool. Indeed the primary aim to make money by influencing consumers’ lifestyles was achieved as evidenced after two weeks when the two ladies met. Its clear that the choice was very clear when it comes to buying disc washing liquid.
Hi Theo,
ReplyDeleteI analyzed the same commercial and agree that other people, besides women, were probably washing dishes at home. I find the commercial to be a bit stereotypical using many elements of beauty to target women. It would have been interesting if the producers targeted a much wider audience, not based on beauty, but just for the simple fact that Palmolive had the potential to alleviate problems of dry, cracked hands, which is more of a universal problem for all people.
Hi Theo,
ReplyDeleteI think we're looking at the commercial in 2017 and, hopefully, we're viewing this as overtly sexist. The product is marketed towards women and reinforcing gender stereotypes prominent in the era. Further, constant exposure to water has a tendency to make skin dry and brittle. I imagine that goes for fingernails as well. The Palmolive soap, while I wouldn't say becomes a luxury item, certainly becomes a desirable item because it would leave the washer's hands soft upon use. Certainly soft enough that Madge the manicurist would comment on it. I quickly looked up this advertising campaign and found out that Madge was the spokeswoman for Palmolive for 27 years! She began in the 1960s and concluded her advertising run in the 1990s. I think this shows the longevity of gender stereotypes and the impact of these ads on a generation of women. I remember my grandmother using this particular brand of soap. Now I wonder, did she use this soap because of this ad?