This is a huge pet peeve of mine: the image of brides as little girls, dreaming of the day when they’ll marry Prince Charming. I feel like I’ve seen this image in countless marketing campaigns, and it just irks me every time.
Brides are not children. And I’d venture to guess that most women haven’t spent their entire life fantasizing about which shade of roses they’ll carry down the aisle, or which specific poufy white dress they’ll wear. For wedding professionals to perpetuate this stereotype of engaged women as starry-eyed moppets is not only sexist, it’s stupid from a marketing standpoint.
It’s stale. It’s lame, frankly. Come on — even if a woman did daydream about her wedding when she was a kid, how likely is she to have the same style now? (As awesome as I would have found a My Little Pony theme when I was nine, that doesn’t hold true today.)
Marketing campaigns that carry images of child-as-bride, complete with soft focus and a Monotype Corsiva blurb about “Congratulations on your engagement…you have dreamed about this day since you were a little girl…” is so dated, so irrelevant to today’s wedding marketplace, that I shudder when I see it.
Why not tailor your marketing to the concept that brides are grownups, with style and savvy and creativity and hard-earned money to spend? That has to have better returns than an image of yet another little girl with a lace curtain on her head.