Pajamagrams. Double-Heart Diamonds. Romantic Ocean Voyages. Chocolate-Covered Strawberries.
No matter where you turn at this time of year – email, radio, TV, snail mail – there’s an endless torrent of pitchmen, pitchwomen, animals and CG characters singularly focused on one message. To be a real Valentine for your sweetheart, you must open your wallet, pull out your charge cards, bust your credit limit and purchase their products. And if you choose not to succumb to their enticements, you’re a cold, boring, indifferent, uncaring, emotionally repressed miscreant.
And no one wants that reputation.
After weeks of this parade of temptations, I’ve notice something. Almost every ad focuses on men. Which left me wondering, why?
- What makes men the target audience of Valentine’s Day ads?
- Why is nearly every gifter in the commercials male, and the recipients female?
- Do they believe only men will succumb to their inducements? That women are immune from their temptations?
Their assumption may be, Valentine’s is the day when men give the gift of romance and a woman’s job is to graciously receive it. Men make the plans, buy the gift or dinner, and the woman passively gushes her appreciation at his attempt to play her Romeo.
That’s a terrible view of romance.
Romance is a two-way street. And Valentine’s Day is an equal opportunity for both people in the relationship to romance the other.
So how can you keep Valentine’s Day romantic?
- Let Valentine’s be just another day to romance your sweetheart;
- Remember, romance is blind to who takes the lead in creating Romantic Interludes;
- Take the initiative. Create a Valentine’s Day Romantic Interlude.
And if both of you happen to create a Romantic Interlude, even on Valentine’s Day, the worst problem you’ll have is deciding whose Romantic Interlude you’ll enjoy first.
Know what? Two Romantic Interludes are better than none.
Did you take the lead this year? Would love to hear about it. Robert