Media Literacy Minute: Condescending Clairol

Do women need to change regularly to keep their man “guessing” and interested? Apparently, Clairol’s Nice ‘N Easy brand thinks so. In a thirty second spot that airs across multiple platforms, including cable and web, the viewer is in need of a change, regularly. (See the spot here.) The guy in the add tells us us how his lady never gets boring. She mixes it up and keeps it fresh after all these years. By changing her hair color.

Let’s dissect the ad and try to get into the mind of the ad execs who created it. They want to target women in committed long term relationships or marriages, heterosexual. It seems they want to make the viewer feel worried or concerned to create a need for their product. Like, “Oh! I better not get too boring for my man.” Conveniently, they are hoping to provide the viewer with an easy solution to her problem. Just buy their hair color……..

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