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Tuesday, January 9, 2007

Wow

posted by on January 9 at 15:47 PM

A handy guide to the paleolithic gender stereotypes in this incredible series of ads for Sony’s Bravia, billed (confusingly, Seth Stevenson notes in Slate) as the first “TV for Men and Women.”

Here’s a summary if you don’t want to watch all three: Man and woman meet in front of Sony store, realize they both like the same TV. Man turns to woman and says, “Do you want to…” Then there are three alternate endings. The one for women (shown below) turns into a musical about shoes titled (I can’t believe I’m typing this either) “Shoesical!” in which the woman coos lines like “I wish I was born with ten more feet!” The two alternate endings for men have something to do with football (macho coach saves the day) and anime (macho anime dude saves the day). I couldn’t find either YouTube, but you can watch them here.

Anyway: Get it? Women (they’re on the pastel-pink side of the web site) just looove “shoes, shoes, shoes!” And guys (they’re on the baby-blue side) just can’t live without their football and Japanese cartoon-hero fantasies.

As for why this TV is for “men and women”ówell, Sony doesn’t really say. Something about beauty vs. brains, I think.

RSS icon Comments

1

It's not even good musical theater. It's lifeless, there's no real dancing, and the tune isn't the least bit catchy. I give it an F.

Posted by Dan Savage | January 9, 2007 3:54 PM
2

If you were ever forced to do time on the Eastside (job or otherwise), you'd be impressed with how well the creators of this ad nailed their target market, even if their execution did suck.

Posted by Sean | January 9, 2007 4:00 PM
3

women do like shoes. stereotypes are there for a reason. bitches like shoes, dicks like football. they're not targeting a pseudo-enviro bussing/biking bitch like you, but rather the shoe obsessed bitches that represent the overwhelming majority of other women.

Posted by tots | January 9, 2007 4:02 PM
4

Uh, gee, which gender likes shoes more than the other? Wowee, that's a tough one. ECB, why do you get so upset when there is mention of one gender or the other (sorry to leave you out transgenders)?? Sure, there are exceptions (ie, girls who dislike shoes or guys who like them), but really, this upsets you?

Posted by him | January 9, 2007 4:05 PM
5

What about my Anime heroine fantasy! I demand equal geek representation!

Posted by Soupytwist | January 9, 2007 4:11 PM
6

I'm a guy who actually loves shoes (women's and men's), hates anime, and is bored by football.

And, I have no interest in a high-definition television.

Market research is getting way too smart.

Posted by Sean | January 9, 2007 4:19 PM
7

I continue to detest Sony on so many levels it defies imagination. Thank you for adding to my repertoire.

Posted by BC | January 9, 2007 4:19 PM
8
If you were ever forced to do time on the Eastside (job or otherwise), you'd be impressed with how well the creators of this ad nailed their target market, even if their execution did suck.

I couldn't agree more.

Erica, you and I have a date at the Lincoln Center (that's in Bellevue -- the suburb, not the NYC hospital) Maggiano's.

Posted by frederick r | January 9, 2007 4:33 PM
9

Have you seen the Round Table Pizza ad for their "pepperoni artisan" pizza? They claim it will appeal to both men and women. Toppings: organic tomatoes, Primo pepperoni, basil and carmelized onions. Which are the toppings for men, and which for women?

Posted by Beaver | January 9, 2007 4:51 PM
10

Robert X. Cringely astutely points out that Sony is dying a slow death:

The Sony news is SO bad that it deserves two predictions. I would predict the fall of CEO Howard Stringer again if there were clearly somebody at Sony who wants his job. The business is in such difficulty that Microsoft is discussing internally how to help Sony from going under, since that would create a raft of antitrust problems for Redmond. I am not making this up.

They need to figure out if they want to sell devices that work for the owner of the device or that work for their old-fashioned "we sell copies of sound that you could more easily copy all by yourself" and "lobbying the FCC to require audio devices to refuse to work when we tell them to" divisions.

Once you start installing malware on your customers' computers, you have to be pretty slick to stay in business.

So long, Sony. You've come a long way since the aperture grill television and the hand-held radio.

Posted by Phil | January 9, 2007 5:13 PM
11

Speaking of lousy musical ads, that "Goodbye, Farewell" Saturn ad makes me want to shoot my TV.

Posted by keshmeshi | January 9, 2007 5:20 PM
12

Are you keeping up on the housework to prevent breast cancer? Remember, my bathroom needs a clean when you are ready to be healthy.

Posted by StrangerDanger | January 9, 2007 5:22 PM
13

More ECB Gender Rantings?!!? Nothing to see here folks -- move along everyone...

And BTW, you don't have to go to the eastside to meet plenty of people for whom that stereotype fits just fine -- there are plenty of people who are fine with acknowledging that males and females often have different interests...

Posted by GoodGrief | January 10, 2007 12:46 AM
14

It's just a commercial. Take a deep breath and get some fresh air.

Posted by Jason Josephes | January 10, 2007 9:13 AM
15

Well, it's sure nice to know that when I come home, I'll never have to deal with gender bias again, because stereotypes are all so passe.

Good grief. You ignorant Seattle hipsters who never go farther east than Snoqualmie pass - you all think the world's perfectly equal, because you're all hip and enlightened that you can just ignore stereotypes.

I can't believe some of the stuff I've read here - the closet is "dead" because you never encounter direct homophobia, and now apparently gender stereotypes can just be shrugged off because you never encounter the gender bias that comes with a society filled with this shit. I'm actually glad I moved to the "wrong coast" because while it's been hell living out here in the real world, I now know just how out of touch Seattlites can be in our little corner of the world.

Thanks for being awake and pointing this kind of idiocy out, ECB.

*phew* ranting is therapuetic.

Posted by SeattleExile | January 10, 2007 9:44 AM
16

ECB...you've been on a tear this year, ranting about gender stereotypes.

Equality does not mean that stereotypes will disappear, it only means that stereotypes don't need to dictate things like jobs, education, opportunities, etc. People are free to veer from the stereotype as they wish.

But, that doesn't mean that the stereotypes go away; nor would I want them to.

I think you're straining too hard here. How about these stereotypes? Straight people are attracted to the opposite sex. Gay people are attracted to the same gender. Gasp! How dare I stereotype!

Posted by Don't Get It... | January 10, 2007 9:52 AM
17

I think Erica was fine in pointing this out. Jeebus, it's not like she called a boycott of Sony or something. I hated those ads too. Yes, a lot of stereotypes have truth behind them, but using them in such an easy and offhand way isn't something to ignore.

More importantly, I like shoes. A lot. See my Nordstrom bill from the Half Yearly Sale for confirmation...

Posted by Mark Mitchell | January 10, 2007 12:10 PM

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