zerode – a sensibility

Icon

film, music, text, city, spectacle, pleasure

Pinch Me, I must be dreaming: Volkswagen’s sexist #fail

Still from Volkswagen "Pinch Me" video ad

Volkswagen’s “Stop Dreaming, Start Driving Event: Pinch Me” ad campaign is in heavy rotation on Hulu, so I’ve been seeing the same ads over and over again, and eventually it sunk in: there’s a pretty sexist difference between the two ads in this campaign.

The Jetta ad features a female driver and auto rep.  The driver is so excited by the Jetta’s performance she asks the auto rep to pinch her. The rep responds, “No, not while you’re driving.”

In the Passat ad, the male driver also asks to be pinched—the performance is just unbelievable. But this time, the (male) auto rep says “Okay” and pinches the driver.

It seems that, unlike men, women can’t be trusted to control a car while being pinched.

For more on sexism in advertising…Routledge Companion to Advertising and Promotional Culture

Can’t Buy My Love: How Advertising Changes the Way We Think and Feel – Jean Kilbourne

The Routledge Companion to Advertising and Promotional Culture – eds. Matthew P. McAllister and Emily West

Provocateur: Images of Women and Minorities in Advertising – Anthony Cortese

And of course there’s this…

Filed under: Advertising, Fail, ,

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

Categories

Archives

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 563 other followers

License

Creative Commons License
zerode by nick chapman is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 United States License.

Oh - and hello to Jason Isaacs.

The 400 Blows

zerode

is an over-caffeinated and under-employed grad school dropout, aspiring leftwing intellectual and cultural studies academic, cinéaste, and former poet. Raised in San Francisco on classic film, radical politics, burritos and soul music, then set loose upon the world. He spends his time in coffee shops with his laptop and headphones, caffeinating and trying to construct a post-whatever life.

 

What's in a name... The handle "zerode" is a contraction of Zéro de Conduite, the title of Jean Vigo's 1933 movie masterpiece about schoolboy rebellion.

Connect

zerode fastmail.net

Flattr this

Donate via Paypal

tweeting my mind

Hustling

Dropbox

%d bloggers like this: