Does sexism still sell? And is this that?

Strategy

August 9, 2010 by Big Orange Slide

44 Comments

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44 Comments on "Does sexism still sell? And is this that?"

Jacoub Bondre
August 9, 2010 @ 10:26 am

Overly thin woman, bent over, shopping, dressed like she is ready to meet the prime minister. IDK if this IS sexist, but it sure walks and talks like a duck.

I do not believe this ad will sell razor-blades.
Kyle Gallant
August 9, 2010 @ 10:34 am

I’m not exactly sure how this is going to sell more razor-blades when my girlfriend pointed it out to me as “that sexist Bic ad”.

The image is borderline sexist… but I feel that accompanied with “legs that beckon” it pushes it over the line.
Christopher Woodside
August 9, 2010 @ 10:34 am

I think a good test would be if you had a guy in a similar situation with similarly revealing clothes would it upset/make people uncomfortable?

So in short, I think this is pretty objectifying and it certainly walks and talks like a sexist duck.
Brook Johnston
August 9, 2010 @ 10:45 am

I get that the Bic spot’s supposed to be a self-deprecating throwback…possibly an ironic homage to Mad Men? But unfortunately more people than not just find it offensive.

‘Sexist’ seems to sell when aimed at the opposite sex (see: Axe Deodorant, 90% of beer brands), but not so much when you’re mocking your own.
Sarah Camp
August 9, 2010 @ 10:48 am

I don’t see this ad as “sexist” in an offensive way. The ad is for razors. The only reason that women use razors is to “be sexy.” It’s the only reason for their existence. The ad is just honest. How else would you sell razors to women? Making them feel like they’ll be sexy if they use it seems like the best way to me.

Maybe it’s the pinup style ad that bothers some, but I am assuming they are trying to buy in on the Madmen and ensuing 60’s hype there (just a hunch). There was something about that era that makes a woman feel like a woman. Even with a lot of the sexism that existed then (maybe because of the sexism that existed).
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August 9, 2010 @ 10:50 am

[...] This post was mentioned on Twitter by Kyle Gallant, A. Charlotte Riley, Sarah Turner, christopher hopkins, christopher hopkins and others. christopher hopkins said: RT @bigorangeslide: Q&A on the Slide: How about Does sexism still sell? And is this that? http://bit.ly/atlulP Leave us a comment on the … [...]
Sophie de Albuquerque
August 9, 2010 @ 10:55 am

Yes, it lokos like Bic is going for the Fifties/Sixties vibe, inspired by retro trend and success of MADMEN.

Thing is, it’s not the Fifties any more. In the Fifties, sexism was rife. Before and since, women have been fighting hard for equality, at home, at work, everywhere. We’ve come a long way.

So Bic, it’s not just that I won’t be buying your razors. It’s that I think your brand has failed here.
Petra
August 9, 2010 @ 10:56 am

There is no doubt that the ad is sexist. It’s demeaning and objectifying even if retro-cutesy and as Kyle mentions, the tag line pushes it over the edge. To beckon is to invite.

That aside – the question is will this sell razors? So, I have to answer the question with a question, who exactly is she beckoning? Everything suggests to me that we’re viewing her through the gaze of a man and that her invite is to him. And as a hetero woman, that doesn’t really speak to me.

I think this ad is totally off the mark.
Muffinczar
August 9, 2010 @ 11:07 am

If heterosexual women thought heterosexual men found hairy legs attractive we ( women) would be rubbing Rogaine all over our legs. Agreed, they are selling a product that is in existence solely to assist women in feeling sexy and attractive to whomever they wish to attract. Gillette had their bikini clad ladies who had found their ” inner goddess”, those velvet hair buffer things have men stroking ladies smooth legs, Nair has some very heavily make up cake women in hot pants an high heels dancing in the streets like Beyonce’s stage dancers and so on. I think taking aim at this campaign is shooting the messenger. Make up, hair colour, clothes, are all marketed to women in a waythat suggests we will be more attractive for having used them. I would be interested to see how many women were involved in the creation of this campaign as I feel that more and more often we are pushing these images and pressure on ourselves. It is sexist to assume that men were in the captain’s chair when navigating this campaign.
Adam Gordon
August 9, 2010 @ 11:30 am

I don’t think this ad is sexist .I mean, it is selling women’s razor blades. Like it or not, ladies – you want to be sexy.
That being said, I have to agree with Jacoub in saying that it will not sell any razor blades for Bic. This is almost a PSA for female leg-shaving.
Sophie de Albuquerque
August 9, 2010 @ 11:37 am

I think most people – men and women – at least at some point in their lives – want to be sexy. But who likes being patronised?
Muffinczar
August 9, 2010 @ 11:41 am

I personally do not did this any more patronizing than I do pretty much every ad that is trying to make me feel less than sufficient and suggests I would feel better about myself if I simply used their product.
Jacoub Bondre
August 9, 2010 @ 12:14 pm

To me it is less any one component in the image, but its the combination.

LOOK SEXY WHILE GROCERY SHOPPING AND BENDING OVER IN A SUGGESTIVE WAY!

That is what pushes it over the line for me.
Jason Chesebrough
August 9, 2010 @ 12:14 pm

I don’t think we’re in the territory of demeaning are we? Is this character truly being degraded? Certainly there’s a tone of objectification, and perhaps sexist at the core (but obviously done so with a wink and a nudge). I think the question is more to whether or not the ad is offensive.

My opinion, no.

I know little about the brand, but in a quick search Bic Soleil seems to work hard to create and maintain a strong visual style illustrative based, for the modern woman as indicated on some of their work; http://www.feelthesoleil.co.uk/ – http://www.beaute-test.com/mag/actu-nouveaux_rasoirs_dans_la_gamme_bic_soleil.php and http://www.controlpublicidad.com/control/noticias/quiero-profundizar-en-2/marketing-promocional/bic-soleil-clic-y-sexo-en-nueva-york

So if it was an old ad, in some fashion, whether or not it was sexist is moot, no?

If this was an ad produced today – The curse in my eyes is lifted when styled in a 1950’s look and feel from font selection through to layout, colour, tone and approach.

Ultimately it may not sell more razors (will Dita sell more water?) But it may warble its way through the clutter a bit through its nostalgic core and capture a reader for a moment – perhaps even garner a smile through its semblance to a time past.

One could argue a smile associated with your brand isn’t a bad thing.
Joseph Gibroni
August 9, 2010 @ 12:41 pm

Which came first? The chicken or the egg?

Is this ad trying to get men to like sexy woman to make a woman become more sexy?

Is this ad trying to get women to become sexy to make men think they’re sexy?
Billy Buttery
August 9, 2010 @ 12:44 pm

I love this ad, I think it’s cute. AND I buy these razors and will continue to do so.
mark dury
August 9, 2010 @ 12:51 pm

Is it sexist? If it were directed at men, then definitely. But since it’s aimed at the demographic represented by the model, possibly not?
I think the breadstick is what puts this one over the top for me. I will give them points for showing some restraint and placing a third peach in the basket, so as not to be completely overt.
No comment on the milk.
Leilah Ambrose
August 9, 2010 @ 1:13 pm

@Muffinczar Agreed. Admittedly, I find this an interesting case study for its deliberate use of retro illustration as opposed to photography. Is it a coy wink to the popularity of Mad Men? Who knows. Is retro language itself so entangled with outdated issues of femininity that sexism is implied?

Would it be more patronizing if the same scene had been rendered photographically instead?
terra
August 9, 2010 @ 2:27 pm

Thank you! I was riding the subway the other day and was sitting across from this ad, I was uncomfortable the whole time. I don’t think sexism can sell to women at all, and seeing as this is clearly a woman’s product this ad is not doing it’s job.
Ohdoctah
August 9, 2010 @ 2:47 pm

There is nothing wrong with this ad.. grow up.. you bunch of babies.
Jim Monteath
August 9, 2010 @ 3:30 pm

At least the example below has a better reason for the 1950 tie-in
http://www.griplimited.com/#/work/labatt50/posters/
Dave Rewak
August 9, 2010 @ 4:17 pm

Hmmm. I think this would work very well if men were the ones buying the razors however I don’t believe that is the case. It does make me want to run out an buy some but I have a feeling I’m not the target…….or am I? Could this actually be a strategic point of difference? Getting the me to buy the women’s razors? Perhaps we will never know!
Jim Hall
August 10, 2010 @ 5:27 pm

Yes, and Yes.
Jacoub Bondre
August 10, 2010 @ 7:48 pm

@ Jim Hall

I love the directness of you answer.
Golden hands
August 11, 2010 @ 5:31 pm

@mark dury
Sometimes a bread stick is just a breadstick no?
Advergirling
August 17, 2010 @ 11:24 am

It’s not even a clever ad, that’s what’s worse.

I mean I know personally I like to wear short skirts at the grocery store, and bend over to put cake down, but that’s just a regular Sunday for me!

There is a difference between sexy for a man and sexy for a woman.I get the ad is trying to be sexy, but for a female to feel sexy, its more about confidence, versus enticing a male.

This ad is sexist. period. There were about a million other ways they could have done retro, without being degrading like the 50s had been towards women.

Retro style yes, retro ignorant thoughts no.
GG
August 18, 2010 @ 3:05 pm

It’s a throwback to the ads of the 50’s that used pin-up type models.

Yes, it may have sexist undertones. But remember: it’s an ad for Woman’s razors. If you find this ad sexist, then the idea of shaving legs on a regular basis would be sexist too.

And, nearly all ads that revolve around fashion or hygiene products or more push sex. But that’s so obvious, I needn’t mention it.

So by other ad standards, this one is pretty tame. For a woman that regularly shaves her legs, this ad is cutesy. Seen a Nair or Gillette ad lately? I don’t think I’ve ever encountered an ad about depilation that had no traces of sex. It’s unthinkable really, because the idea of shaving legs is related to sex. How can you make an ad about shaving that’s “unsexy” and expect to sell it? Think about it.

In a world where we are indoctrinated to become voyeurs, this ad is nothing compared to a Calvin Klein ad. So the real question is not about sexism, but about sex- does sex still sell? Yes, it does, very much so.

It’s not about pushing sexism- that idea is already indoctrinated into people (the double standard of shaving legs) without the help of this ad. It merely reinforces it, with the notion of sex.
Jacoub Bondre
August 19, 2010 @ 7:06 am

@GG I don’t think its the sexiness of the ad that would classify it as sexist. I think @Advergirling put it best: “There is a difference between sexy for a man and sexy for a woman.I get the ad is trying to be sexy, but for a female to feel sexy, its more about confidence, versus enticing a male.”

I also thought this was hilarious “I know personally I like to wear short skirts at the grocery store, and bend over to put cake down, but that’s just a regular Sunday for me!”
Jessie Sitnick
August 23, 2010 @ 10:16 pm

This ad makes me want to stop shaving my legs in protest. There’s no clever, coded irony here. There’s no little wink acknowledging the intelligence of the audience. And because there’s no joke to be in on, I have no choice than to feel like a complete object looking at this ad, which is supposed to be engaging me as the target consumer. Then again, golly gee, maybe I’ll just ask my husband which razor I should buy. I don’t want to line my eyes with all that tough thinking.
Julie
August 27, 2010 @ 11:40 am

I’ve honestly been considering a petition to get this ad off my subway.. Why do I have to look at this horrible example of sexism on my morning commute? Bic should feel ashamed.

My gut response to this ad was to gape in horror..

I’m definitely not the only one who responded so strongly. Lately, I’ve come across vandalized posters with the slogan “STFU Sexist pigs!”

Not all press is good press, as I’m sure bic will learn from this gaff.
Jenni Sager
September 7, 2010 @ 6:36 pm

Wow, this is great.

I am glad I’m not the only one who finds this offensive. I literally JUST finished creating a publishing a petition against this advertising campaign. Please check it out if you feel the same.

http://www.thepetitionsite.com/1/Women-Arent-Objects/

I respect that some of you disagree but I am not particularly good at arguing a point (refuting what you who don’t agree with me are saying). I simply am offended by this poster, it’s my interpretation and I don’t think I am alone in feeling that way.
t
September 7, 2010 @ 10:22 pm

This is a beautiful work of art. Yes, I am a man – AND I feel exploited by it too – AND I love it. I can have both feelings at the same time.

Do I get cranky because the baguette is of dimensions clearly unattainable by any human male? No. I get the joke. I am intelligent enough to realize I am being manipulated… and it turns me on.

If you don’t like this, frankly, I feel sorry for you.
Advergirling
September 8, 2010 @ 10:36 am

And one more thing, for anyone that says women shave their legs to be sexy, that’s not the only reason women shave their legs.

I think more often then not, women do things to please other women or themselves. Hairy legs are seen as unfeminine, and ugly, when in reality it’s natural and a nice alternative to furry leg warmers. During the whole Julia Roberts didn’t shave her armpits, the people that were most offended were women, not men.

That being said, women shave for multiple reasons, not only to please men and be sexy.

P.s. @JacoubBondre I’m glad I could provide you some amusement :)
Jacqui Garcia
September 8, 2010 @ 10:49 am

I believe that we should only see the best of a brand.

If this is Bic’s best, I feel sorry for them.
On Bic’s Baffling Faux-Vintage Ad – Zelda Lily, Feminism in a Bra
September 12, 2010 @ 4:01 pm

[...] If I Get Free and The Big Orange Slide and ODDEE seem to agree, with WIIGF asking: I thought we were over these stereotypical depictions [...]
Tanvi Swar
September 14, 2010 @ 8:23 pm

Just wondering– who is the agency that created this ad?
Tanvi Swar
September 14, 2010 @ 8:23 pm

Sorry– which agency created this ad***
Jacoub Bondre
September 15, 2010 @ 10:48 am

I believe it was done my MacClaren McCann
Chris
September 15, 2010 @ 9:10 pm

Does anyone else think that if she were to stand up straight she would be a giant? Something doesn’t seem right.
Perceptive Adult
September 21, 2010 @ 12:29 am

Being offended – http://www.youtube.com/watch?v=C9HRLvfbauA
Jacoub Bondre
September 21, 2010 @ 3:32 pm

I don’t think being offended is the key issue around whether is ad is offensive or not. It has more to do with perpetuating potentially damaging stereotypes.

I don’t know if a 12 yr old girl would even notice this ad, but say she did. Would she feel like she needed disproportionately long legs to be attractive/or successful?

There is no doubt we are affected by what we see. (otherwise non of us would have jobs). Therefore it is up to us to make sure that the right message gets delivered to the right people with no collateral damage.
Holly
February 23, 2011 @ 1:46 am

How far we haven’t come! Has anyone noticed that political correctness today has stripped all versions of reality left of vanilla away? Geeze ladies get a grip, we’re not being objectified here, we’re being glorified.

That’s a great looking ad, got your attention… now get a life. Our parents were more cool than we’ll ever be. Too sad they died of lung cancer, wife beatings were common and being a stay at home mom was routine, buy hey “two outa three ain’t bad” – Meatloaf.

It is possible to have some style, a perspective of the past without all the nastiness. Does eveything have to be white-washed to protect our sensibilities?

Oh yeah, I have great legs too.
Zack Fiscalini
May 9, 2011 @ 5:55 pm

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Martha
June 20, 2011 @ 12:28 pm

Nah, I’m not offended at all by this ad. It’s kind of funny… but then again I’m also that person that just doesn’t get offended by anything trivial because what’s the point? More important issues in the world than this lovely fake lady buying cake… like the fact that she didn’t put her peaches in one of those little plastic baggies!