The first thing I thought when I spotted this ad was, "Um, how much did you charge for that, Elle? And did you feel dirty afterwards?"
It's not just me making a snarky presumption about the placement of this product in the December issue of Elle -- right there at the tippy-top of this "Winter Perspectives Holiday Gift Guide," in the proverbial fine print, there's the word "Promotion." But does the word really need to be there? You don't need to be cynical to know there's payment involved when you see this hat in Elle.
And no, the ad text doesn't help at all either:
Make a sexy statement with fur, the most luxurious and stylish accessory of the season. The Paul Leinburd by CROWNCAP Raccoon Aviator will keep you cozy and chic. The shape is flattering on everyone and the double hardware and leather details are beautifully functional.
Worst of all, the photograph of a man and a woman in states of undress -- yet wearing the hats! Not, I repeat, not sexy.
Listen, I live in Fargo, North Dakota, so I see a lot of these hunter hats with ear flaps, fur-lined or not; if anyone can see the sexy potential of such hats, it's those of us who see them on our husbands and the general male population.
But a semi-dressed couple wearing these hats is the opposite of sexy simply because it depicts a lack heat. How hot and steamy can things be if people are wearing their hats because people are more worried about the amount of body heat they are losing through their heads?
Hey, Elle and Crowncap, we've got two words for you: Target Market.
The ad might have worked -- even with the "sexy" pic -- if they had really kitsched it up and gone with something like, "OK, it's not all that sexy or fashionable; but it's a luxurious thoughtful gift."
And Elle, when you accept such non-effective silly advertising under a "gift guide" label, you look like the cheap dirty whores we women think you are -- and when I say "whores," I mean that in the cultural vernacular sense, not as a negative reflection on professional sex workers.
What you could have done, should have done, Elle, was reject the ad under that heading or assisted the corporate client in creating an ad which would suit your readers. Either option would have shown a desire to meet the needs of both our readers and your advertisers.
Then you wouldn't have been seen as money-grubbing street whores; you would be professionals concerned about the satisfaction of your clients.