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-UE
I CANNOT live another day without air conditioning!
Yesterday you said you'd call Sears!
Comments
Sorry, I didn't quite hear - what was that you said about "First World problems"?
(To be fair, I get the impression that the climate in parts of the US makes air-conditioning either a necessity or at least very desirable. Over here, it's unusual in private homes).
In very hot summers, that has also happened in the UK. If global warming gets significant enough, we may be wanting air-conditioning too.
...Wait, not hooray... Boo!
I don't know the advert in question (Sears don't operate in the UK) but it is pretty standard for any advert aimed at women to try to curry favour with the audience by portraying husbands/boyfriends as idle and bumbling incompetents.
An advert for air conditioning might be aimed at women as "homemakers". In spite of all efforts at equality, it does still tend to be women who get most exercised about getting new furniture, a new kitchen, new carpets and so on.
The thing that I always found hilarious, however, was that laxative adverts only ever seem to feature women. There was one in the UK that was basically a Sex and the City rip-off, with these glamorous women sitting around in a restaurant talking about constipation. It was bizarre.
I don't know the advert in question (Sears don't operate in the UK) but it is pretty standard for any advert aimed at women to try to curry favour with the audience by portraying husbands/boyfriends as idle and bumbling incompetents.
I guess the funny (or actually quite unfortunate) thing is that I feel like a lot of commercials, in the U.S. at least, aimed at men are actually pretty similar in that respect. Any of the numerous "man likes his beer more than his girlfriend/wife" or "man cares more about sports than relationships" or "man has trouble communicating with girlfriend/wife" ads come to mind.
Maybe those kinds of ads are less common than I think they are and they just come on more often during football games, but portraying your target audience as inconsiderate and selfish seems like an odd strategy to me.