Who has seen the Hammonds furniture advert? The one where a woman shows her friend her ‘amazing’, newly fitted wardrobes whilst a queue of other women wait outside for the ‘privileged’ moment when they get their own private viewing. No? Click on the link below before continuing to read further.
Seen it now? What did you think? Impressed by the spacious wardrobes for all the clothes, shoes and handbags? Eager to join the queue to take a look for yourself? If so, go away. I loath this advert.
‘Are you a dress diva, handbag hoarder or shoe lover?’ the sultry voiceover asks. Nope, not I. Not one of my closest friends would be happy being given one of those labels. Why must women succumb to these depthless descriptions? One of the meanings of ‘diva’ is ‘a self-important person who is temperamental and difficult to please’. Why on earth would you want to be described in this way, let alone be proud of it?
A woman’s life should be so much more than just the pretty objects she can buy or organising her husband’s clothes (as this advert suggests). Companies like Hammonds and adverts like this do women a disservice; they make us look shallow and superficial.