Nice Body, How is the Performance
by Darkace on September 27, 2016 - 6:17pm
Cars are often seen as extension to men. Many people might even say that cars are more important than women or equally valuable. The advertisement from the Fiat 500 Abarth portraits an Italian woman as the new Fiat. Now, it might seem normal due to the fact that men love cars and women, but the sexism play such a huge role in the ad.
How do we define a car? How do we define a woman? The advertisement suggest that a woman is like a car. Men gets crazy for a car, an irresistible car, just like an irresistible woman. The things we are expecting from a car is the same for a woman: the exterior look, its performance, the maintenance and safety. The criteria are strongly objectifying the role of a woman.
In the advertisement, the men saw a woman and begin to stare at her as the woman protest. Within the protest, there was provocation and seduction. At the end, we realize that the woman was in fact a car. All the feelings that a man could have when they see a beautiful woman is now being use to describe an object. The quality women possess is now used to describe a car.
The advertisement companies are using familial similarities between a car and a woman to suggest men to buy. Because we know that the more we feel towards an ad the more we will remember it. However, why use such technic? Because the Fiat is a small car that is portrayed like is was meant for woman.
Stereotypes are a concern as much for women than for men (Cortese p69). Although the advertisement uses less the body image of a man, they are using it in a more discreet way. Advertisers portraits the car as it is like a woman, meant for men. Do cars have a gender selection? There aren’t written rules where it says that a certain car is for a certain gender. The advertisers can manipulate human choices by using stereotypes: certain color, certain shape, certain scent or even certain feeling. The use of stereotypes and sexism shows that humans are like objects.
There is a way to change the advertisement in order to avoid using sexism and stereotypes. Transformers have made quite a lot of advertisements for the cars. Instead of having a man looking at a car, it could be a couple looking at a car. Instead of the woman being a car, it could be a transformer talking. Instead of using the seductive power of a woman, it could use the actual traits of a car. The advertisers want the client to feel comfortable and to be able to related, but it doesn’t have to be a woman. It could be a transformer holding grocery bags, transporting some heavy things or even saving your kids by reflecting the car’s exterior look, its performance, the maintenance and its safety.
Cortese, A. J. (2008). Provocateur: Images of women and minorities in advertising. Lanham, MD: Rowman & Littlefield.