Uncovering washday blues

More specifically, the ad seems to appeal to the 'id', that powerhouse of primitive and impulsive urges for which the individual seeks immediate need fulfilment. In this case, the attempt is to appeal to the sexual 'side' of this primal driving force.

Why do I say so? Well, there is the position of the woman's hands and the nearly translucent dress. The key here is not what happens now, but what happens next. The hands are poised to reveal what lies beneath - thus not what it covers but what it uncovers in the consumers' minds. It thus plays on fantasy and creates scope for significant subconscious projection by the reader into the ad. This creates a degree of tension (which the manufacturer hopes the consumer will relieve by going out and getting the washing machine, which becomes a surrogate for the women in the ad, which is untouchable). The depiction of the 'tornado's' action in the background (with sexy lingerie floating in it) as well as the narrative ("pulsator") expands on the sexual theme.

An associated element is that of power - the rationale for this ego need is that people experience an increase in self-esteem when they exert power over others and objects. This need for power is expressed in the woman's body-language (stilettos on the washing basked), the pay-off line 'washing day without mercy' and the pervasive blue colour whose personality link is authority and respect. Of course, in keeping with the sex theme, it may not be in the woman's nature to show mercy on other fronts.

On the surface the ad is well-balanced (research shows that pictorial cues aid familiarity and recall - through passive learning) - yet there is enough narrative to cater to for the high degree of consumer involvement associated with printed media.

So what is wrong with it? I tested it with a focus group of men and women - the women say it is demeaning towards them, turning them off the product. The men (perhaps predictably) find it appealing. The ad is poorly positioned if it is true that woman make over 90% of purchasing decisions - unless it's trying to appeal to the gadget-freak bachelor market?