Cue scene: It’s a Thursday afternoon and I’ve finished teaching for the day. I’m looking online for ice-gripper/traction thingamies for my boots. I go to the site of my favorite national outdoorsy merchant– let’s call them REYIYI– and look up popular brands. Quickly settling on two different models, I begin the consumer cogitation process. To give you a picture of this, here are some pictures.
Next step: look at reviews. Both score decently, with more expensive ones rated more highly. To be expected. But how to choose? Which one is better for ME?
Enter the promotional/instructional videos. First, the $29 model.
Please watch this. But if you don’t want to, here are the highlights:
Opening shot: intrepid little yellow-and-white flowers in early spring, off a slushy nature trail. Very subtle music playing in background. A woman is hiking, then one foot slides a little on slush. She puts on her ice traction thingamies. There’s lots of ad copy, pointing out they are packable, lightweight, with a removable strap, blah blah blah. Then, she moves confidently through ice and snow, beginning her trail run. She stops to admire nature. Yay woman! Yay $29 ice traction thingamies!
And then there’s the video for the $59 model.
Here are the highlights for this one:
Right away we hear loud music, like you might hear in this Ford F-150 truck ad. There is ad copy, featuring the words “steel”,”bite” and “aircraft grade steel”. Steel seems to be an important part of the messaging here. We see a man walking in the snow, ice traction thingamies already on. He also shovels snow while wearing them. Then he takes them off to a resounding guitar riff, his large truck in the background. Rock on, man! Rock on, $59 ice traction thingamies!
Here’s what I think.
Really? All I wanted was to figure out if I wanted the base or upgraded model of the ice traction thingamies. Instead I got treated to throwback SuperBowl truck and beer ad stereotypes.
For the record, I want stability while shoveling snow, walking around my neighborhood and also hiking. It looks like both models do that, but the more expensive model has fancier and sturdier components. That was useful information. Oh, also FYI: both come in sizes that reflect the entire range that men and women wear.
But it’s not useful or nice or even accurate to gender the crap out of otherwise-unsuspecting ice traction systems through dopey and stereotyping ads.
Can advertisers and merchandisers and stores and vendors just stop?
I’d really appreciate it.
Readers, have you run into any seriously-gendered advertising of items lately? Care to share? Penguin and I will give them the stink eye on your behalf.