The Product Is You, No. 15

Posted by Rob Walker on November 10, 2009
Posted Under: The Product Is You


[The Product Is You* is an occasional Murketing series collecting advertising that is aimed at advertisers: Magazines or television networks (or in this case a Web company) packaging up their consumers — that is, you, the potential ad target — in ways designed to attract advertisers. ]

In today’s installment, Yahoo enlightens the advertising public (meaning the public that is made up of advertising/marketing people) about its users. The pitch explains: “We built it for him; Now it’s all about YOU!” That is, Yahoo is “all about” potential advertisers.

Above, a fellow I will call Yahoo Dude. And below, Yahoo Mom. They’re a somewhat disconcerting pair in that Yahoo Dude, even at a glance, seems a bit feckless to be a father. Kind of like that Levi Johnston guy. And Yahoo Mom looks about the same age. Or maybe she’s younger — sort of a Juno vibe? (I never actually saw Juno.) Anyway I don’t think we’re supposed to see them as a couple.

Point is: More after the jump.


I’m guessing that Yahoo Dude is supposed to represent a hipster, or a post-hipster. He’s wearing a graphic T, and one of those hats. Also a pinky ring, I don’t know what’s up with that, is that a trend? Oh and he needs a shave.

The ad specifies a few of his interests and traits on the left — and on the right lists the corresponding Yahoo features that allow advertisers to position their messages in proximity to whatever Yahoo Dude is interacting with. So you see he “surfs the Web … from Washington Square Park.” And he uses Yahoo on his SmartPhone. This is a desirable consumer. Yahoo can deliver him to you, the potential advertiser, even while he’s in the park!


Yahoo Mom is a little harder to peg. She misses her sister, worries about how to pay for childcare, and distracts herself from her sadness and fear by following celebrity gossip. Or something. Anyway, she sounds like a bummer, but Yahoo is totally on her case, too! And one way or another you got to figure she’s going to be spending money (perhaps her sister’s money?) on Abby/Andy, so you the potential advertiser need to get in her field of vision, pronto. Thanks to Yahoo, you can.

Because Yahoo, potential advertisers, is all about YOU!


Further diversion may be found at MKTG Tumblr, and the Consumed Facebook page.

Reader Comments

Here’s another one with different consumer profiles.

Written By Gladys Santiago on November 11th, 2009 @ 4:14 pm

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