Thursday, June 27, 2013

Fast Draw Weed Killer

I watch television.  I am unapologetic.  I enjoy some of the programs, and many of the ads.  Sponsors pay dearly for market research, focus groups and product development.  The media offer expected audience broken down by sex, age group, education and occupation.  The ad that we see is expected to appeal specifically to the target audience.  I am curious about the ads for weed killer.  Over several years, in ads for several different products, the action is the same.  The weed, often a dandelion, usually animated, struggles up through a crack in the driveway concrete.  The homeowner, always male, often shot looking up from the weeds' vantage, readies, aims and fires.  He holds the spray-bottle of weed killer in a pistol grip.  Western drama theme music plays. Sometimes his neighbor, using a competitive product is vanquished.  The weed withers.  What do the advertisers know about male homeowners in the 35 to 50 age group?  Do they all harbor dreams of a shoot out in OK corral? Is weed management on their minds?  Apparently women don't yearn to shoot weeds.  In case you have not seen these ads, here is a classic:

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