Jayna T. and V. sent in a number of commercials for home security systems. They point out that in all the commercials they’d seen (there are many, many, many more than what I have here), the intruders are men (White men, from what I can tell) and the person endangered is a White woman, either alone or with her daughter:
So they’re selling home security systems by playing on the idea of the vulnerable middle-class White woman, easily victimized in her home. Luckily, home intruders are easily frightened away by an alarm system and run for the hills.
Saturday Night Live recently parodied these commercials, and I think the skit sums them up nicely:
UPDATE: A commenter pointed out this Target: Women segment on the same topic:
Comments 18
Anonymous — March 19, 2010
Target Women had a segment about those, too: http://www.youtube.com/watch?v=DJ7nBugejXs
Jessica — March 19, 2010
I just knew from the tweet that this was going to be about Brinks. Hate those ads.
pmsrhino — March 19, 2010
I love that Sarah Haskins video so very much. :D The SNL one was pretty good too. Get it or get murdered!
How would we women survive without men to save us!? Oh, right, we'd probably survive just fine because it's also the men who all want to kill us. Funny that.
MEO — March 19, 2010
Those commercials have always bothered me so much! I'm a woman and last time I checked I wasn't a completely helpless and constantly victimized object. This reminds me of the post on the fashionable pink tasers that would match my lipstick perfectly!
Basiorana — March 19, 2010
My fiance actually calls these the "scary white man" commercials because they always feature a very conspicuously white, attractive looking man who only differs from the guy calling from Brinks in that he maybe has a scruffy beard and scowls a lot (not that criminals are all white-- but not including any non-white home invaders, not even an Asian one, makes it conspicuous). Like, seriously, my (also white) fiance looks more threatening than these guys.
We even have a song.
Scary white man,
COMING TO GET YOU
Scary white man,
HE'S RIGHT BEHIND YOU
Mina — March 19, 2010
Everything I hate about these commercials has already been touched on by Sarah Haskins. What really bothers me though is the false sense of security. In every single video, upon hearing the alarm, the intruder runs off. How often do you think that happens in real life?
MIMI — March 19, 2010
Not only is it incredibly easy to disable a home security alarm, most big-city police departments don't treat a burglar alarm as something serious. Why? Something like 85% of activations are triggered by inclement weather, the homeowner, animals, etc. Most burglars strike an empty house and if police aren't there within minutes these guys aren't getting caught red-handed. Sorry but for a property crime that kind of response isn't feasible.
Note: if you have a panic alarm that is personally activated, that's different. Those *are* considered emergencies.
I'm sick of the whole "defenseless powerless woman" routine. These commercials seek to strip women of any ability to assess threats to their own safety in exchange for a dumb box on the wall.
Ames — March 19, 2010
If someone wants to do a really smart parody, how about one where the scary guy is inside the house, because you know, he's the boyfriend or husband or father (the vast majority of the perpetrators of violence against women).
But calling k.d. lang a man is more fun I guess.
MIMI — March 19, 2010
Also, I think the ads feature "scary" white men because the ads feature white women and they don't want to get the dynamic of race in there. I don't blame them. Less potential for PR insanity. Plus it does reflect the reality that most violent crime is intra-racial, even as the scenarios are unrealistic. Most violence against women is perpetrated by men known to the victim. They don't (hardly ever) have to break in, they were let in or live there.
HP — March 19, 2010
I'm a lonely, single man, and I want Sarah Haskins to be my girlfriend. So I can say, "She's mine, fellahs." How messed up is that?
Rachel Kelly — March 20, 2010
Really messed up because you are objectifying her and want to claim her as yours.....and property?
Anywho, I love target women. Current TV is the best.
Verlinkenswertes (KW 11/10) | Criminologia — March 21, 2010
[...] Marketing with White Female Vulnerability to Male Aggression Jayna T. and V. sent in a number of commercials for home security systems. They point out that in all the commercials they’d seen (there are many, many, many more than what I have here), the intruders are men (White men, from what I can tell) and the person endangered is a White woman, either alone or with her daughter: (Sociological Images, 19.03.2010) [...]
Donns — March 22, 2010
One of the things I find most irritating, is that whenever the woman is accompanied by a child, that child is always a girl. Boys aren't allowed to be victims, even as children.
Pauline — March 22, 2010
Are you able to include a description of the video? Saying that it 'sums it up nicely' is all well and good, but unfortunately that video is apparently only available to US residents, so here in Australia I can't watch it.