Not Your Daughter’s Jeans

This ad for Bloomingdale’s was published in Cosmo, which targets women of all ages.  This ad, however, more specifically targets middle-aged women with daughters, a demographic which I do not belong to.

Teenage girls today are known to wear very different clothing than their moms may have worn when they, themselves, were teenagers. This ad uses jeans as an example.  Today, “Junior” jeans are more than likely tighter, lower in the waste, more washed out, and skinnier. Although this may be considered a trend, many older women do not find this style attractive.  I known some moms who have even said to my friends, “your jeans were a waste of money,” “I have an old pair of jeans we could have tied to the back of the car and wouldn’t have had to buy them already like that,” and so on. The jeans shown at the bottom of the ad are more classy, darker in color, and seem to be a looser fit jean. The strategy of this ad is to draw in these mother’s by letting them know that Bloomingdale’s offers jeans that fit into their standards.

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