For clarity's sake, let's first specify what women are rationalizing: They don't really need the shoes Spiegel wants them to buy. Needless to say, it's audacious of an advertiser to concede this point, even in an elliptical way. But by showing it's thinking along with women (who already know they have enough shoes to last a lifetime), the ad helps Spiegel form a rapport with its potential consumers. That's useful for any company, of course, but it's especially important for a catalog merchandiser. A disembodied retailer like Spiegel can't surround itscustomers in an ambience the way a brick-and-mortar store can. The lighthearted allusion to rationalizing reduces the distance between Spiegel and its target audience, making them merry co-conspirators in the effort to sneak more shoes into women's closets. In the same spirit, the headline on another ad in the campaign says, "Need. Want. Oh, why split hairs?" Agency
McKinney & Silver, Raleigh, N.C.
Audi of America, Auburn Hills, Mich.
Exec. Creative Director
Anonymous, New York and Culver City, Calif.
Downers Grove, Ill.
Gentl & Hyers,