As an avid Spotify user, I am currently being subjected to the Dell Mini 10 Notebook advert several times a day and with every listen I am increasingly awestruck by how many crass stereotypes they manage to conflate into one short audio ad.
For those of you fortunate enough not to have heard it, it’s promoting a new mini-computer (I think) which comes in a range of pretty colours. And that’s the main angle they’re putting on it – the colour choice. So far, so inoffensive. Doesn’t seem much of a USP for a piece of technical kit, but that’s up to them. To demonstrate the different colours, they play the same song in various styles. Black is a male singer fronting a metal band. Blue is a laidback, male blues singer. Pink is…and I’m sure you guessed this… synthetic-sounding girl-fronted bubble-gum pop.
To give them their credit, it is a resourceful attempt to solve the difficult problem of how to convey colours in an audio ad.
BUT, they’ve confronted us with a whole ganglion of simplistic equations. Pink = female = in the minority = cheesy bubblegum pop = fluffy = not serious…
Maybe I read too much into this. After all, it’s just one tiny drop in the ocean of patronising gender stereotypes that constitutes modern advertising. And, in any case, I almost prefer totally blatantly sexist ads to the kind of faux feminism of adverts like that one they had on before Christmas (I completely forget what was being advertised, but I’ve a feeling it could have been a supermarket? or perhaps a stock cube?), where the man was left flummoxed, faced with the arduous task of serving dinner to his children one evening, while his partner went out to a party/evening class/some other social event, calling “You’re babysitting!” with a cheeky wink as she sashayed out of the front door. Fortunately, help was at hand, as here’s one she had prepared earlier – said partner had put a shepherd’s pie/casserole/whatsoever in the oven before she went. But the hapless chap’s troubles with assertive women aren’t over, as, when he tries to pass the dinner off as the work of his own fair hands, his primary-age daughter rolls her eyes and looks at him patronisingly. “Wow!” We’re obviously supposed to think. “Girl power! Feisty mother and kick-ass daughter shoved it to him good and proper!”
Except, hang on a minute…since when has LOOKING AFTER YOUR OWN CHILDREN constituted “babysitting”? The advert seems to posit as some kind of glorious, amusing victory for womankind the fact that they can cajole/manipulate/order their menfolk into taking on domestic responsibilities once in every blue moon. And once again, in an apparent compliment to women’s capabilities, male uselessness at domestic tasks is constructed as a basic fact of biology – flattering women into believing that unpaid domestic work will inevitably always be their job, because they possess a shepherd’s pie gene which men sadly lack.
Still, for me, the nadir of bone-headed advertising has to be the Christmas 2008 campaign for an allegedly low-calorie (=small) chocolate bar under the charming tagline “Goodwill to all women”. Right, Because ALL women are always permanently on a diet and NO men ever are? And ALL women adore chocolate? Tossers.
