|Woman arching her back. Tres sexy.|
The dark image of the bending lady in the black dress slowly merges into an image of a folding chair. Lady = Object. Nice going, Acura. Who are the copywriter and art director that thought this would be a good idea?
|This chair is easy to bend over — just like that lady!|
|Never forget who the car is made for ladies.|
And....end scene. Acura is more than happy to objectify a woman's body to make a point about ease and comfort ... and flexibility? But they don't want us to forget who this car is made for. That's right. It's made for a man. Ladies, no Acura MDX's for you.
Forgive my little advertising/feminism rant in the middle of my middle school series but this was just too much for me. I work in the industry. I've worked in advertising and specifically, in automotive advertising, for over a decade. If you think sexism is a thing of a past, try working on a car account. At one point in my career when someone with less education, less experience and less skill than I had got a raise above my own salary, I was informed that he "had to make a man's salary." Yep. Why would I, a senior level with a degree and a child to support, need to make a "man's salary." I'm just a ladywriter.
Let's take a little tour of the history of sexist advertising in the automotive industry. Just for funsies.
|Women are soft and gentle, but they hit things. Like sexist assholes, for example.|
|Oooooh! You get to clean the vinyl buckets! Don't let that Dodge-driver go, ladyfriend.|
|You know you're not the first. But do you really care?|
Stay classy, BMW.
|This is the face I make when driving over chauvinist pigs. Tee hee!|
|I actually do drive a Jeep. Because that's what dirty four-wheelin' feminists drive.|
Sorry folks. Now we can go back to our regularly scheduled programming.