I was watching something on Hulu the other day and I thought one of their advertisements was ridiculously appropriate given our conversation last class about the functionality of soap versus soap as a commodity. Here’s the ad:
My personal favorite is the bacon and eggs soap. On a more serious note, I think it’s really interesting that Ivory is still using descriptors such as “pure” and “simple” to market their product. We talked a little bit already about the implications of marketing something as providing purity and the racial undertones that “purity” carries, and while in this context that may not be the case anymore it is still an interesting and somewhat loaded word choice. Also, simplicity draws on the idea of how a woman’s role within the home began to shift towards perfection and maintenance of status without revealing the labor behind said maintenance. Soap to begin with is not a very complex idea and yet it’s so effective to market it as simple because it eliminates labor that you never even realized you could (or needed to) eliminate. It’s not until after the new gadget comes along that you realize all the ways in which your life needs “simplifying”.
On another note, this is an older advertisement from a couple of years ago that I think just illustrates marketing at its finest and how every detail of an ad is chosen to illicit a specific response. Also, all those camera angles really do make her seem dynamic.