But does it work?

Act like a lady, think like a man… Does topical advertising work?

Stationary brand Bic South Africa received an instant backlash on social media after it posted on its Facebook page an image of a woman in a suit with her arms folded across her chest, next to this message:

The Money Show’s Bruce Whitfield interviewed Branding and Advertising Expert Andy Rice, who looked at whether or not topical advertising works.

Scroll down to listen to the audio.

These companies are trying to attach the narrative of a separate event to their brands.

Andy Rice (branding and advertising expert )

I can’t understand the Bic advertisement! It’s a shocking commentary on their strategic capabilities. It’s a weird and wonderful piece of bad branding.

Andy Rice (branding and advertising expert )

When topical advertising works it works very well.

Andy Rice (branding and advertising expert )

Is Bic sexist by nature? Watch this video...


This article first appeared on 702 : Act like a lady, think like a man… Does topical advertising work?


Recommended

by NEWSROOM AI

CapeTalk welcomes all comments that are constructive, contribute to discussions in a meaningful manner and take stories forward.

However, we will NOT condone the following:

  • Racism (including offensive comments based on ethnicity and nationality)
  • Sexism
  • Homophobia
  • Religious intolerance
  • Cyber bullying
  • Hate speech
  • Derogatory language
  • Comments inciting violence.

We ask that your comments remain relevant to the articles they appear on and do not include general banter or conversation as this dilutes the effectiveness of the comments section.

We strive to make the CapeTalk community a safe and welcoming space for all.

CapeTalk reserves the right to: 1) remove any comments that do not follow the above guidelines; and, 2) ban users who repeatedly infringe the rules.

Should you find any comments upsetting or offensive you can also flag them and we will assess it against our guidelines.

CapeTalk is constantly reviewing its comments policy in order to create an environment conducive to constructive conversations.

Read More
BIC pens the 'worst Women's Day ad'

BIC pens the 'worst Women's Day ad'

BIC has received a flood of complaints over its Women's Day advert. Stephen spoke to writer, Rebecca Davis to weigh-in on this.

Does the perception of “Brand South Africa” matter?

Does the perception of “Brand South Africa” matter?

Do country brands matter? And, if so, how can we improve ours? We interviewed ad expert Andy Rice.

Big Brother knows who you are (and what you like) and wants to sell you stuff

Big Brother knows who you are (and what you like) and wants to sell you stuff

What is "Big Data" and can it help marketers sell their wares? We interviewed Branding and Advertising expert Andy Rice.

Do ad awards (e.g. The Loeries) matter? And do winning campaigns typically work?

Do ad awards (e.g. The Loeries) matter? And do winning campaigns typically work?

It may win awards, but does it sell products? We interviewed Loeries CEO Andrew Human.

Do advertorials (aka “sponsored content") and infomercials work on you?

Do advertorials (aka “sponsored content") and infomercials work on you?

They (sort of) look and feel like normal articles, but they’re actually advertisements. Andy Rice on whether or not they work…

Watch these funny advertisements. Do they work?

Watch these funny advertisements. Do they work?

Advertising expert Andy Rice analyses a few funny advertisements and discusses the effectiveness thereof.

Music is worth a thousand words, but does it work in advertising?

Music is worth a thousand words, but does it work in advertising?

Music makes advertisements more entertaining and memorable (who doesn't have jingles stuck in their head?). But does it work?

Mercedes vs. BMW… Samsung vs. Apple… Does comparative advertising work?

Mercedes vs. BMW… Samsung vs. Apple… Does comparative advertising work?

Branding and Advertising expert Andy Rice unpacks comparative advertising and the effectiveness thereof.

Yes, we can!  Fight back! Do these political campaigns work?

Yes, we can! Fight back! Do these political campaigns work?

Hillary for US president! Andy Rice talks about political campaigns; which ones worked and those that failed.

Does product placement in movies work? And is it ethical?

Does product placement in movies work? And is it ethical?

Branding and Advertising Expert Andy Rice discusses product placement and whether or not it’s a good (and ethical) idea.

Company CEOs increasingly feature in advertisements, but does it work?

Company CEOs increasingly feature in advertisements, but does it work?

Does it enhance a company's reputation to feature its CEO in its advertisements? We interview Branding expert Andy Rice.

Popular articles
[WATCH] Teen shoved off bridge by pal into river

[WATCH] Teen shoved off bridge by pal into river

A Washington teenager was badly hurt when her friend pushed her off the bridge after she said she didn't want to jump.

I've always known what space I wanted to be in - Trevor Stuurman, visual artist

I've always known what space I wanted to be in - Trevor Stuurman, visual artist

#NightTalk host Gugu Mhlungu chats to entrepreneur & multimedia visual artist Trevor Stuurman about his accolades and inspiration

Africa State of Mind: ''They call me the real Makoya' - Femi Koya, musician

Africa State of Mind: ''They call me the real Makoya' - Femi Koya, musician

In this episode of Africa State of Mind, musician Femi Koya chats to Lee Kasumba about leaving Nigeria to come to South Africa.

I've always said that stories are the mothers of all disciplines - Gcina Mhlophe

I've always said that stories are the mothers of all disciplines - Gcina Mhlophe

Phemelo Motene chats to the mother of storytelling & a poet to the masses, Gcina Mhlophe about what it means to share your stories

This is how the Pebbles Project is protecting kids that live in the Winelands!

This is how the Pebbles Project is protecting kids that live in the Winelands!

Fundraising and Outreach Manager at the Pebbles Project, Charmaine Gola, chats about the work they do & their focus on the youth

The nutritional, environmental & socio-cultural benefits of indigenous foods

The nutritional, environmental & socio-cultural benefits of indigenous foods

'You need to look outside your traditional shopping centers to actually eat traditional food in the city' - Mpho Tshukudu, author

ProKid described as a true family man who loved his mom

ProKid described as a true family man who loved his mom

His brother Sandile Mkhize says he promised ProKid that he will continue where he left off.

'The Suzuki Dzire is the perfect day-to-day runaround car' - Jacob Moshokoa

'The Suzuki Dzire is the perfect day-to-day runaround car' - Jacob Moshokoa

In the car feature, automotive journalist Jacob Moshokoa chats about his experience driving around with the Suzuki Dzire.

[LISTEN] Codeine addiction and abuse

[LISTEN] Codeine addiction and abuse

Member of the SASOP, Dr Eugene Allers chats about the causes behind addiction to over the counter medication.

Phemelo responds after listener congratulates her for speaking wonderful English

Phemelo responds after listener congratulates her for speaking wonderful English

'To congratulate me, and to make it seem like this is an accolade is extremely offensive because of our history' - Phemelo Motene