Are you prepared for Wrath of the Lich King? WoW Insider has you covered!
Add to: My AOL, MyYahoo, Google, Bloglines
Joystiq presents

Promotional Consideration: Having word ability continues to pay

Promotional Consideration is a weekly feature about the Nintendo DS advertisements you usually flip past, change the channel on, or just tune out.

In last week's edition of Promotional Consideration, we snickered over Ubisoft's scandalous My Word Coach ad, reveling in the juvenility of its baseball/sex metaphor. Imagine our surprise and mirth when we stumbled upon another printed piece promoting the vocabulary trainer, this time targeted at women! While not even half as bawdy as its brother, nor as clever, this advertisement still has some qualities worth examining.

"Step your vocab game up."
Ambitious words. Big bucks. High heels.

There's not much to laugh about with this one, but we have to commend whoever handled the ad's copy for using correct grammar this time around. In an ironic twist, the previous My Word Coach piece we featured switched tenses mid-sentence ("If he kept it up, it was turning out to be ... "). For shame!

We tore this page from an issue of Blueprint: Design Your Life ("The fresh, fun guide to personal style."), a Martha Stewart magazine of all places. As you can see from the latest installment's cover, it is not your typical video game publication:

My Word Coach
stands out as the only reference to video games in the magazine's 144 pages. Far from Nintendo Power or Electronic Gaming Monthly's typical content, the articles in Blueprint lean towards cooking recipes, fashion advice, and tips for "making your home cozier." The other ads in this particular issue endorse products like Hanes All-Over Comfort brassieres and Singer sewing machines.

Ubisoft's decision to advertise in Blueprint is significant for several reasons:
  • This isn't just Nintendo putting its money where its mouth is, venturing into non-traditional markets to expand its audience. No, in this case, we actually have a third party publisher using its marketing budget to attract casual gamers.
  • Unlike high-circulation publications like Newsweek or Time, in which we've seen ads for Brain Training and the Nintendo Wii before, Blueprint: Design Your Life is a bimonthly magazine with a limited readership. While ad space is cheaper this way, there's also a change in strategy with drawing from smaller, but multiple pools.
  • An effort was made to adapt the piece for Blueprint (and other similar magazines My Word Coach might be advertised in) as well as its 25-40 female demographic.
On that last point, some might find this recast approach shallow in its attempt to appeal to women's interests. The sexual theme has been replaced with money, baseball exchanged for uncomfortable looking shoes. A pink DS Lite model and stylus close the deal. Surely, women are more complex than that!

At the very least, we're happy to see publishers admitting that girls play video games that aren't Nintendogs or Imagine Babyz. Nintendo UK's latest commercial for the handheld is another fine example of this positive direction:

Related Headlines

Reader Comments (Page 1 of 1)

Another Week in ... (45)
Bury the Shovelware (1)
DS Daily (468)
DS Fanboy Lite (40)
DS Fanboy poll (41)
Friday video (68)
Game Night (143)
Gaming to Go (1)
Items of Import (0)
Metareview (53)
Promotional Consideration (53)
Show and Tell (59)
The DS Life (53)
What are you playing? (88)
Accessories (134)
Downloads (61)
Fan stuff (1386)
Features (264)
GBA (127)
Hacks (79)
Homebrew (202)
How-tos (67)
Imports (863)
Interviews (145)
Meta (119)
Mods (16)
News (3059)
Nintendo Wi-Fi (180)
Reviews (180)
Sales (183)
Screens (882)
Video (636)
Rumors (172)



Powered by Blogsmith

Featured Galleries

Princess Maker 4
Rhythm Tengoku Gold
Prince of Persia: The Fallen King
Zettai Karen Children DS: Dai-4 no Children
Mystery Dungeon: Shiren the Wanderer DS 2
The Tower DS
Mystery Case Files: MillionHeir
Mega Man Star Force 2


Most Commented On (14 days)

Recent Comments

Weblogs, Inc. Network

  • Autos
    • Autoblog
    • AutoblogGreen
    • Autoblog Spanish
    • Autoblog Chinese
    • Autoblog Simplified Chinese
  • Technology
    • Download Squad
    • Engadget
    • Engadget HD
    • Engadget Mobile
    • Engadget Chinese
    • Engadget Simplified Chinese
    • Engadget Japanese
    • Engadget Spanish
    • Engadget Polska
    • Switched
    • TUAW (Apple)
  • Lifestyle
    • AisleDash
    • DIY Life
    • Gadling
    • Green Daily
    • Luxist
    • ParentDish
    • Slashfood
    • Styledash
    • That's Fit
  • Gaming
    • Joystiq
    • DS Fanboy
    • Massively
    • Nintendo Wii Fanboy
    • PS3 Fanboy
    • PSP Fanboy
    • WoW Insider
    • Xbox 360 Fanboy
    • Big Download
  • Entertainment
    • Cinematical
    • TV Squad
  • Finance
    • BloggingBuyouts
    • BloggingStocks
    • WalletPop
  • Sports
    • FanHouse Main
    • NFL
    • NBA
    • MLB
    • NCAA Football
    • NCAA Basketball
    • NASCAR
    • NHL
    • Golf
    • Fantasy Football
  • Also on AOL
    • African-American Culture
    • Cars
    • Games
    • Maps
    • Money
    • Movies
    • Music
    • News
    • Radio
    • Sports
    • Television
    • Travel

Other Weblogs Inc. Network blogs you might be interested in:

PS3 Fanboy
  • Diablo 3 now a 'theoritical possibility' on consoles
  • Burnout Paradise Cagney update not delayed for PS3
  • Hudson Soft thinks PS3 development costs are too high
WOW Insider
  • Know Your Lore: Malorne
  • Tank Talk: Building and keeping your tanking corps, Part II
  • Phat Loot Phriday: Perpetual Purple Firework
Xbox 360 Fanboy
  • Ninja Gaiden 2 gets patched, sorta
  • Design a GRiD livery for the game's upcoming DLC
  • Dungeon crawler goodness: New Sacred 2 footage
Nintendo Wii Fanboy
  • Marble game accessory modeled after Goatse
  • LEGO Batman screens, or how to desexy the ladies
  • Another Week in Japan: Hardware and software numbers 6/23-6/29
PSP Fanboy
  • Sensory overload in Gundam Battle Universe TV spot
  • Surprise, Surprise: PSP is #1 in Japan again
  • 'Devil May Cry series' listed on Capcom PSP release calendar
Big Download Blog
  • Blizzard's Pardo confirms next game as new MMO
  • BigCast iTunes and RSS feeds updated and online!
  • Diablo III: Co-op focus means no on-the-fly PK toggle, PvP to be included
AOL Sports Blog
  • Dan Cook, Sports Columnist Credited With 'Ain't Over Till the Fat Lady Sings,' Dies at 81
  • Malcolm Jenkins Had Too Much Fun at Playboy's All America Function
  • Clemens and McNamee Emails Find Their Way Into Court Document and They Are Hysterical