Thursday, August 8, 2013

Sexist Acura Ad Compares Bending Woman to Folding Chair.


I just saw this online ad while perusing the Slate.com site:

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!

I get that sexy cars = sexy ladies. It's a trope in advertising, albeit a rather out-of-date one. But what really got me with this ad was the way that the woman was so thoughtlessly merged into an object. We are so numb to women's bodies being objectified that such images line the columns of our liberal magazines without comment. It's depressing as shit. I'm sorry I'm using bad language but I'm not a journalist. I'm just an opinionated bitch from Detroit.


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.

*End rant.*

Sorry folks. Now we can go back to our regularly scheduled programming.

18 comments:

  1. Rant away, sista! The ad is bullshit. I truly appreciate your words. We are living through a war on women (Texas, anyone?), and people NEED to hear this. Thank you!

    ReplyDelete
    Replies
    1. What really boggles my mind is that some people argue that sexism no longer exists.

      *Shakes head*

      Thanks for reading!

      Delete
  2. I adore a good rant! Well done! (We really have our work cut out for us being moms, but your kids are in great hands!)

    ReplyDelete
    Replies
    1. Aw thanks. This was written on 100% pissed-off adrenaline. Heh.

      Delete
  3. Call me crazy...but aren't third-row seats usually for — oh, I don't know — MOMS?!?!?!?!?!

    ReplyDelete
    Replies
    1. We need to get some sexy babies in that car.

      Delete
  4. Wait- You mean I can buy a car all by/for myself? I've never known such heavenly ideas and joy!!

    That Dodge one, damn. No. "He lets me pick out the stereo tapes". I'm glad we're a little further down the road from this, but it's unfortunate to still be a battle.

    ReplyDelete
    Replies
    1. Ooooh. I get to pick the music!

      *Claps*

      Delete
  5. I don't know if I'm more offended by the ads or by some schmo getting a higher salary than you because he was a guy. I think I'm more upset about the latter. By far.

    As ridiculous as these ads are, I know I've seen TV spots that play up the ineptness (is that a word?) of men when it comes to things like caring for children, cleaning, and cooking... omg that's still the same chauvinistic sh*t. Only women are good at cooking and cleaning... Shoot me.

    ReplyDelete
    Replies
    1. I agree. I don't care for the "Idiot Dad" as an advertising staple either. It's not doing any of us any favors.

      Delete
  6. Grumble grumble it ain't cool!

    ReplyDelete
  7. I started fighting this battle in the sixties. At first we thought "we're paying these dues for our daughters." It's not resolved; it's become more sinister. And I am talking Texas. Carry on.

    ReplyDelete
    Replies
    1. It's not resolved. It's become more sinister. Amen.

      Delete
  8. Yes, those ads are pretty awful. The BMW ad is especially disgusting--just like the people who drive them. (On planet La Piazza Gancio, BMW stands for Bowel-Movement-in-Waiting.)

    But just to play devil's advocate, have you watched TV in the past ten or fifteen years? Feature programming or commercial--it doesn't matter. Men are denigrated early and often.

    So are we all equal yet?

    ReplyDelete
  9. Pisses me off, too. THanks, Mandy.

    ReplyDelete
  10. I was passed over for a promotion because the male candidate who applied was "a big guy"
    I didnt realize one of the criteria for job performance was physical size. Silly me. Short silly little me.

    ReplyDelete