The commercials (all variations of them) point towards a site further championing the wonders of this TV. What if a television had been built for both women and men in mind? Would it perform better? Would it have separate remotes? Would it have user-preferences? Would the interface be different? For these answers and more, I clicked to the site: continuing the gimmick, the screen is half blue, half pink. Viewers can click through different reasons it’s perfect for both sexes.
Only all of the reasons are exactly the same, albeit with different wording:
Why will women like this TV?
It’s called the Living Room, not the TV Room. And the designers of the BRAVIA LCD TV haven’t forgotten that. With its slim design and stylish look, the Bravia LCD TV only steals your eye when its on. If only the same could be said for his football lamp.
Why guys like it:
Translation: This is one killer-looking television. Enough said.
Ultimately, by using the different gender stereotypes, the Bravia proves that the same features are just as good for any viewer. They’re claiming their product transcends gender to provide the best viewing experience. It’s a unique approach—by creating a false problem to “solve,” the Bravia is able to stand out from the rest of the HDTV clutter.
I'll tell you what I think-- this is all an elaborate kabuki. Sony knows that in a household with a man and a woman, the man's urge to buy an expensive, expansive TV will be met with resistance from his partner. So they've basically created this campaign as a way to help the man convince the woman to relent. "See, honey? This TV is special! It's for women too! There's a whole web site full of excu-- uh, reasons! Should we get the 46-inch?"
Whether or not this tactic will actually work remains to be seen- women now make 80% of purchasing decisions, and it's also been found that commercials and advertising don't affect them the same way cold hard facts will (Business Week).