Last but not least: How young women want to be advertised

 Good product, beautiful advertising medium, expensive photographer - that alone is not enough to create successful advertising. Very often, creatives miss the mark with their advertising messages despite having a big budget and a good product. A company with plenty of girl power is now teaching the industry what can go wrong: at 3iYing, young women between 16 and 22 criticize unsuccessful advertising. The New York-based company has become known for its own YouTube channel. There, the women, who are paid for their criticism on a project basis, explain in one-minute films what they don't like about a particular advertisement.  
There are now over two hundred of these films on the web: one complains that an ad for a make-up product does not show the effect of the product at all, but only shows the irrelevant breasts of rapper Eve in black and white. Another is annoyed by a sweet advertisement featuring Christina Aguilera, whose lascivious pose appeals more to the advertiser's fantasies than those of a teenager infatuated with sweets. Not all companies are happy about the direct criticism, as Advertising Age reported on Monday. Sony, for example, refused to accept that the commercials for their pink notebooks were both unrealistic and unaesthetic, according to a potential buyer.
Getting advice from the target group doesn't seem like a bad idea. For 3iYing, at any rate, business is now booming.