Wednesday, January 26, 2011

"She" magazine "rebrands" marriage with middle finger imagery.

(click ads) She is a UK women's glossy. These ads are running in their Valentine's Day issue. Yeah, get hitched out of anger! The campaign was created "to make people reappraise marriage as the number of British people marrying drops to its lowest level since 1862." And before you defiantly walk the aisle ladies, make sure you're wearing a diamond ring that guarantees monogamy to the power of 100.
Ad agency: Publicis. (via). update: not an original visual (see comments).


Anonymous Anonymous said...

Middle finger? That is a ring finger, and the gesture is known but not much used in the UK anyway.

10:52 AM  
Blogger copyranter said...

YES, I noticed. And, isn't the ring finger also a "middle" finger?

11:06 AM  
Anonymous Woot Design said...

why does marriage even need 'branding'? is someone really gonna take the plunge based on an ad?

to reduce something as deep and meaningful as true love and lifelong relationships to something like this makes me wonder if the ad industry has finally reached its logical conclusion and becaome completely vacuous. Or alternatively, if people actually are receptive to this, WTF does that say about contemporary western society?

11:28 AM  
Anonymous Anonymous said...

Very clever concept. (At least that's what I thought when I used it in 2004 for a book cover).

12:34 PM  
Anonymous Anonymous said...

"...make sure YOUR wearing..."?

The danger in being a copywriter is that you get absolutely no leeway for these kinds of errors. At least not from me.sub

12:44 PM  
Blogger copyranter said...

I corrected it before you made your comment, so fuck off.

12:54 PM  
Anonymous -1-track-mind- said...

@ Anon

So what you're implying is that the British have a penchant for DP (double penetration) whenever they give the Churchillian 'V' peace sign.

In Western culture, the finger (as in giving someone the finger), also known as the middle finger, the highway salute, the bird (as in , flipping or flying the bird), or to flip someone off, is an obscene hand gesture, often meaning the phrase "fuck you" or "up yours".

In North America it is performed by showing the back of the hand, extending the middle finger of the hand upwards while bending the other fingers down into the palm.

In Britain and some other English-speaking countries, it is also performed with two fingers - a 'V sign' with palm inwards - as well as the single digit gesture.

1:11 PM  
Anonymous Anonymous said...

Perhaps the number of marriages have reduced because it's so bloody expensive to have a wedding!
Like the idea though...

5:01 PM  
Anonymous Josh said...


5:12 PM  
Anonymous Miss K said...

I think they're targeting the wrong demographic, since men do most of the proposing. I don't know many women who feel they have much control over whether they'll every be proposed to, and therefore even have the chance to be married. I certainly don't feel I can FORCE my boyfriend to propose to me... because I'm not a manipulative psycho bitch.

10:35 PM  
Blogger Claude said...

As a British person reading the comments about two finger/one finger meanings, I personally would take two fingers to mean "up yours" and one to mean the full "fuck off", I mostly use the two fingers one though.

6:07 PM  

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