Opening up a magazine today, an ad for vodka got my attention.
SVEDKA‟s “R U BOT OR NOT?” campaign has been launched in Canada.
As a sign of who is in control in my brain, and the power of that hidden female, the reaction I had was first disappointment, then anger. What I'd like to know is how women feel. How are you affected by this advertising?
I acknowledge the efforts of their artist to include aspects in the imagery that will get the attention of the men who see the ad. Why this would convince them to drink Svedka vodka, or any vodka at all, escapes me. Thinking about it too much could send me to my favourite alcoholic beverage, I suppose.
Obviously, this creation is designed to be sexy. The elements include the ‘over-the-shoulder’ glance, the prominent breasts, rounded buttocks and the feet apart, high-heel dragging-behind stance, all say ‘come hither’. Please tell me, as a woman, do you want to ‘be’ this robot? As a trans-person, do you want to be this?
Is anyone else disappointed by this, or am I sad and old and just a lot ‘behind the times’ and over-reacting? Should I just shut up and pour myself a glass of prune juice and turn on a game show on television?
No, (you knew there was more, didn’t you?) instead I did some soul-searching.
Here are some thoughts on my visceral negative response.
Assuming this image is an artist’s crystallization and therefore our society’s belief of what it means to be an attractive female, I will tell you that with a lot of help from a credit card, I can be this attractive woman, and likely, so can much of the human race, NOW.
Shave the head, put on a full body corset, falsies & bra, and cat-suit and let them do their magic. Get a local beautician to do the makeup, slip on the heels, and voila! Instant (well almost) woman! Not only woman, but stereotypically attractive and desirable 'fem-bot'.
Just don’t get too close, or ask them to talk about anything. Don’t ask that ‘bot’ to be anything real. All she can do is stand there, look sexy, and sell (vodka).
Before I leave, two other thoughts:
When a person is looking for a job, is this the image an interviewer has for a suitable woman?
When the ‘powers that be’ ask us to go full time for year, how much of what they expect us to be comes from this sort of stereotypical thinking?
So, before you leave, take a look back up top to remember that for some, that is a woman.