Monday, October 1, 2007

Adgadget: Fantasy fembots market male products

Ariel Waldman contributes Adgadget, a column about the intersection of advertising and technology.

Technologically better equipped than booth babes, fantasy fembots seem to be popping up everywhere in ad campaigns these days. Alcohol seems to be popular with the fembots -- they're employed in ads from both Heineken and Svedka -- but Philips is utilizing them in a campaign for an electric razor as well.

It's pretty easy to be creeped out by the influx of ready-to-serve robots -- and not just because these fembots could be the beginnings of the Singularity in disguise. (C'mon, what more suitable "smarter-than-human brain-computer-interface" would be better to take over the human race than one that offered kegs and clean shaves as a "gift from the Greeks"? And who better to be behind the downfall of society than advertisers?) Misogynist undertones run rampant throughout all the ads, so it's no shock that feminine cyborgs are used exclusively in advertising targeting young males -- they tap right into stock fantasies of complete feminine subservience.

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[via] Engadget

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