Sunday, December 11, 2005

an advertising observation.

so, did you ever notice that in those home alarm system ads on TV, there's never a man in the house at the time of the attempted break-in? it's always a mother figure and one or two children, ususally girls.

i'm not surprised by this at all. it makes sense, really - they're trying to appeal to women by having them imagine a scenario when they're home alone (whether that be almost every night if they're single or a single mom, or just every once in a while when their husband is away if they're married). they're also trying to appeal to husbands by making them imagine a scenario when their wife and children might be home alone. ADT and the like certainly don't want to emasculate a man by implying that he can't protect his family when he is home.

and that's what i find kinda funny about it - if there were a man in the house every night, would there be no need for the ADT system? will a baseball bat next to the man's side of the bed and every guy's inner ninja do the trick? because obviously that's not the reality of how these alarm systems are used. they're programmed every night, regardless of whether daddy is home or "away on business" (or wherever he is at 3:00 am on a friday night sometimes). and you know what? i'm sure men get as much peace of mind going to sleep with the alarm on as women do. the problem is, they're not really allowed to admit it. so they are conspicuously absent in the advertisments.

the ADT ad i saw the other day was particularly interesting, though, in that at the end of the ad, after mom and her daughter had foiled the scary burglar in the middle of the night with their nifty ADT system, there was a daytime shot of the woman and her daughter sitting on the front steps with a man who was obviously the father figure. now that i haven't seen before - he just shows up the next morning, in time to complete the happy family scene above the ADT logo. i wanted to say, "oh yeah, where were you last night, you delinquent? 'staying late at the office?' you deadbeat. go fuck your secretary or something, ADT has this covered."

and who knows - maybe that's the reaction they were going for.

1 comment:

Toast said...

go fuck your secretary or something, ADT has this covered

ADT's next ad should feature a woman laying in bed reading a copy of Are Men Necessary?

As for the Toast household, my kung fu gives off such strong vibes our entire block is crime free.