Stressing ‘Busy’ Clients in Advertising May Deliver Wrong Message

by WOHe

Stressing ‘Busy’ Clients in Advertising May Deliver
Wrong Message

Does the consumer advertising conducted by your company or your
supplier stress the “busy” nature of modern life, while featuring
depictions of harried housewives or bustling two-career families,
swamped in work and life responsibilities that need
If it does, it may be inadvertently delivering the wrong message to
potential clients showing consumers precisely what they want to

So says a growing number of advertising specialists who suggest
that, these days, homeowners want to think of their homes as places
to escape from the noise and confusion they experience in
their workplaces and through constant exposure to the

Stated another way, today’s homeowners seek serenity and a
peaceful haven and the more your advertising message reinforces
that idea, the more effective it will be.

One harbinger of this advertising trend has been the increased
appearance of such peaceful, sanctuary-type areas as sun porches,
garden rooms, breezeways and conservatories in the major consumer
shelter magazines, ad specialists suggest. 

These are not just spaces in which cocooning homeowners can
hunker down and hide, but spaces that uplift places that offer
natural light and air, and have a timeless natural quality.

Echoing this idea is a list of “ins” and “outs” developed
recently by the Reidel Marketing Group for American Demographics
magazine. Among the trends Reidel sees as being “in” are great
rooms, deep fryers, slow cookers, calming pools, indoor fountains,
fresh fruits and vegetables, and consumers simplifying life and
seeking serenity.

Among the things that Reidel sees as being “out” are
multitasking, cooking from scratch, low-fat foods and
microwave ovens.

This means that appliance advertisers may want to soft-pedal
hard technology for softer benefits and results in their ad

Similarly, cabinet and countertop suppliers may also wish to
stress the natural quality and beauty of their materials, while
plumbing suppliers should take advantage of gently flowing water
images, which carries with them the connotations of peace and
harmony that today’s consumers are seeking.

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