Saturday, November 10, 2007

Time trip! (Or "A few good women")

I stumbled across TV Party, a site featuring vintage TV as well as 1970's commercials aimed at women... I felt like I was in some sort of virtual museum/tourist trap. All of the spots are dated (well, yeah), and some are decidedly hokey.

My favorite? The US Marine Corp- they had a spot that was aimed exclusively at women. Keep in mind that the armed forces had just switched to an all volunteer force and they had to think of new ways to keep enlistment up. I love how simple this spot is- not condescending, not pandering, just a spokesman talking straight to the camera.

You rarely see this type of direct appeal nowadays in ads- especially not in Army/Marines commercials. Flashy graphics, fast cutting, and overwhelming sound effects or a booming voice over are more the norm. And heck, you don't see many women in the newer Army/Marine commercials (if you do, they're wearing make-up, tending to children, ostentatiously as medics. How progressive!). You certainly don't see any spots that reach out solely to them. I wonder why. With the mess in Iraq, you'd think they'd be trying to appeal to as many different able-bodied people as possible.

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