Bryce R. forwarded us an email from Best Buy that included this image (linked from the email to here):
Aside from the typical gendering (targeting laundry appliances to women), this doesn’t even make sense. “…this wild cherry steam thing”? Is this how women supposedly talk about appliances? “I need this shiny pretty cleany-thingy. Woo!” If all she knows is that it’s a steam thing, why would she want it? Is the message that women just want things because they’re pretty (or, in this case, red)? Or that we’re too dumb to be able to talk intelligently about complex appliances? I don’t understand why the copy wouldn’t say “…I need this wild cherry steam washer,” or something that implies she’s smart enough to know what it is she’s talking about.
Also, the vague hint at sex (“a woman has needs”) in relation to a washing machine is kinda weird. See this post for a humorous look at how cleaning supplies are often sold using sexual or romantic imagery.
Thanks for the tip, Bryce!
Comments 4
oliviacw — September 25, 2008
To be honest, I think there can sometimes be kind of a lust for sexy technology objects. I was in the market for a washer at the start of this year, and I really did have a visceral desire for the LG shiny red washer/dryer set. Not a need, no - and I think conflating needs with desires is one of the dangerous things that advertising does. But oh did I want it.
I didn't buy it of course, because what I needed was something less expensive - and I really didn't need (couldn't even imagine what I would do with) all those wacky features. I bought a somewhat more practical front-loading washer (with fine German engineering!) out of the "scratch and dent" area at my local big box store, plus a used dryer that does just fine.
naivemelodie — September 25, 2008
"Also, the vague hint at sex (”a woman has needs”) in relation to a washing machine is kinda weird."
Really? What about the spin cycle? ;)
po — September 25, 2008
I think the ad is kinda cute...
Nick — December 10, 2009
I get the idea of a 'I don't know what it is but I want it' concept being applied to women. That she doesn't know what it does or how it works, but it's red and pretty, so she must buy it.