Tough Sell

Sex sells as female sexuality comes out of the closet and Asian women holding the purse buy sexy lingerie and flirt a little more; but advertisers trying to reach her need to try a new position. Sex sells as female sexuality comes out of the closet and Asian women holding the purse buy sexy lingerie and flirt a little more; but advertisers trying to reach her need to try a new position.

Asian women are tuning out of ‘beer, babe, bimbo’ advertising, demanding believable messages that appeal to her humour, emotion, liberated sexuality and her fat wallet.

That is a ‘no’ to patronising, offensive or just un-imaginative ads used to flog everything from beer, cars and mobile phones, to dishwashing liquid and refrigerators.

Convincing a new breed of financially empowered female shoppers to spend is a tough sell, as advertisers are forced to come up with messages not written for a man.

Across Asia, women are making 80 percent of household purchase decisions, and as she begins controlling purse strings, also important choices like buying property and cars.

And China and India have half a billion women each of the 1.5 bn in Asia.

Advertising just hasn’t kept up as agencies tr