WOMEN!!!! **Insert eye roll here**
Or at least that’s what the Target brand is telling us with its new “Everyday Collection” featured at their stores and on commercials everywhere that doesn’t involve a single man. Target’s corporate website describes the “Everyday Collection” as an ad campaign that takes a category “typically advertised by price points and brings it to a level that makes everyday routines appear glamorous.”
Skeptical viewers may see the “Everyday Collection” as a little less multi-dimensional than this. The ad campaign by Target features eight 30-second commercials. These commercials first off all have very constant symbolic reoccurring themes in them that cant be ignored.
- They all consist of a white theme
- (White background, white props, white apparel)
- All women are famous supermodels
- America’s Next Top Model playing a PTA mom
- All women wear bright red lipstick
- All commercials are in slow motion
- What doesn’t look better in slow motion?
- Same enticing voice over used at the end
- It will make you feel like your watching a Chanel No. 5 commercial
As far as the symbolism goes, one could draw the conclusion that they stole these models from cosmetics commercials and they’re trying to make the “Everyday” tasks a woman does appear sexy. If women shop at target are they traditional women, or do they get the same stuff done but do it better? Do they become the fierce woman they see in commercial? In reality they don’t, and Target is just trying to market these items to the real PTA mom who cooks, cleans, and fixes stuff daily by using these powerful symbols.
Lets first look at the commercial entitled “Matador.” By definition, this woman matador’s main task is to “kill the bull.” But in the commercial, the supermodels main task is to conquer dinner (which some women consider “bull.”) Her face shows professionalism – this isn’t the first bull, I mean dinner, she’s faced. The voice over wraps up the commercial by saying “Conquer dinner, one cut of meat at a time.” … It gets worse.
“Ladder” is the title of the next commercial analyzed in this ad campaign. It’s literally showing a woman climbing a ladder replacing a burnt out light bulb. What’s funny about it is the way it is depicted. This PTA mom (played by a supermodel) is wearing all white, white top, white shorts, and white heels. She looks over at the light that went out and urgently goes to climb the unclimbable ladder in her high heels and at some points climbs it at an impossible 270 degrees almost getting completely upside down on the ladder with no support. Almost 20 whole seconds are spent on her climbing this obstacle ladder and once she finally gets to the top the voice over proves to be a smart-ass by saying “Remember, Righty – Tighty, Lefty – Loosey.” Like really, she just climbed that crazy ladder and she doesn’t know how to screw in a light bulb?! … It gets worse.
The third and final commercial analyzed in the “Everyday Collection” by Target is entitled “Under Pressure.” What’s interesting about this ad is that it is the only one of the eight commercials in the ad-campaign that features a black woman, and it just so happens to be Danielle from America’s Next Top Model, go figure! She definitely lives up to the PTA mom standard. She’s still just as fierce as the other models, with her red lipstick and her role in this commercial as a fireWOman. She’s so fierce that she can actually man handle the all-white powerful fire hose although its function is not to put out a dangerous fire, but to make instant oatmeal (doing it all while Wolfmother’s hit single “Woman” is playing in the background.) But what pressure is she under, and what fire is she putting out? She’s facing the pressures that an “Everyday” woman would feel! And the fire she’s putting out is the stress that came from the pressure to cook a meal! This assertion is supported by the enticing but yet again smart-ass voice over who says “Just add water” at the end of the commercial.
But it works! Most of the women I know from friends to family prefer to shop at Target. The commercials may have supermodels wearing tons of makeup and more white than any sensible woman would ever wear, but these factors eliminate the need for a pitch to sell these products that we already know about here at Target. Now I’ll admit that most moms look like Dove models and not Americas Next Top Models but I think it’s important for moms to feel like supermodels because they all are. They are the creators and leaders of children, maybe like super-role-models? And lets not forget.. they do this everyday.