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How to respond to an poster advert in a local shop

(93 Posts)
GandalfsHat Wed 24-Apr-13 07:18:41


I'm think I can take a joke and are not usually offended, but I have seen a poster in a window of a local car showroom that has left me uncomfortable. I would like to write an e-mail to the company to take it down, but I'm not really sure what to write! I don't want a man to read it, roll their eyes and take it down just because someone complained, I'd like them to really think about it, if that makes sense? Can anyone that is more seasoned in feminist arguments help me with this please?

The showroom sells second hand Aston Martins. It is just down the road from my home and I walk past it almost daily. The poster is a a beautifully taken photograph of a woman in a modern high gloss obviously very expensive kitchen. Her back is to the camera. she wears a white shirt and sheer tights, the shirt is pulled up so you can see her bottom. She wears high heels and has loose long hair. One knee is on the kitchen counter as if she is climbing up onto the counter. The caption then goes on to say 'Just because you're not the first, doesn't mean you don't want to'. It all attempts to look very classy.

It just leaves me uneasy. The implication is clear. But how do I formulate a good argument against it from a feminist perspective?
-it is blatantly sexist, it clearly uses sex to sell a second hand car
-do they think women cannot buy/drive/afford aston martins? as it is clearly aimed at men.
-the stereotype of the women in the kitchen ready to please just does my head in.
-I think it is a bit suggestive considering it is on the way to a local park/near the co-op and families walk past it every day, I'm don't my sons to grow up with these myths about women (they're only little though, toddlers)
-why is it an issue how many men a woman has slept with. Why do a man have to be the first, or think he is the first, to want to have sex with a woman, because that seems to be the implication.
I had a look on the AM website, the same ad is not there.

Sorry for this mammoth post, if you made it this far!

BranchingOut Wed 24-Apr-13 07:36:01

Oh, just seen it is a fake. Hmmm.

Chubfuddler Wed 24-Apr-13 07:37:07

Does it have the typo the versions online have?

GandalfsHat Wed 24-Apr-13 07:39:27

I have just checked the photo I took of it. Has the local dealers' logo on. Perhaps it's just a local thing then. But why would you fake an ad like that? What's in it for the faker? I don't get it?

GandalfsHat Wed 24-Apr-13 07:43:02

The photo I have it exactly like the one online, except where the AM 'wings' are replaced with the local dealers' logo. It says 'You know you're not the first, but do you really care?', not what I say in my OP, I didn't check the photo before I posted, just my recollection of it, (which was wrong) just to clarify.

GandalfsHat Wed 24-Apr-13 07:52:54

It says pre-owned, typo has been corrected.

msrisotto Wed 24-Apr-13 07:53:16

Wow, I wouldn't let this drop. If AM are saying it's a fake then how do they explain that it was in their local dealership with their bloody logo on it? Awful awful awful.

Chubfuddler Wed 24-Apr-13 08:10:26

I think you should contact HQ to express your concern about the as campaign in general and then when they attempt to reassure you it's a fake tell them where you've seen it in the showroom.

SecondRow Wed 24-Apr-13 08:18:01

Looks like she's trying to pee in the sink.

Go ahead and name and shame the dealership, Gandalf. And maybe put the photo on your profile so everyone here can make their feelings known too?

skrumle Wed 24-Apr-13 08:23:11

it's hellish - i'd email the ASA with the photo attached as proof, and cc Aston Martin and either local or national papers.

aside from the sexism it's TOTALLY inappropriate for display on the high street IMO.

JonHammsTrouserSnake Wed 24-Apr-13 08:23:44

grin at trying to pee in the sink. Dirty cah.

FuckOffMrBloom Wed 24-Apr-13 08:27:19

That is really disturbing.

Definitely contact AM and tell them.

FuckOffMrBloom Wed 24-Apr-13 08:28:52

Look here

GandalfsHat Wed 24-Apr-13 09:15:14

OK so here's what I'm going to do:

If I've learnt anything this morning, it's check your facts! Which would have half of my posts unnecessary!

I'll go out in a bit with the boys and see if it's still in their window, it was there yesterday afternoon, but in the spirit of double checking I'll do just that! When DS2 has his nap, I'll compose an e-mail to the local dealer, cc'ing AM HQ and the local magazine. I'll post it here first, I'm not great with words and would appreciate a double check.

The fact that the typo is corrected and the AM wings has been replaced with the local dealer's logo makes me feel quite cynical about the whole thing. One of the bloggers posted a letter from AM Lawyers, their gripe specifically was the use of the logo. So it seems someone has been quite calculated about this. Imagine you are a woman who works in a place like this, I can imagine you could feel quite embarrassed about it all. And do people who think things like this up not have wives and daughters? Why do they think it's ok?

I used to feel quite sad that I didn't have a daughter. Don't get me wrong, I love my sons, but I think I have a lot of skills to pass on to a daughter. But maybe I can raise feminist sons instead? Is there such a thing a male feminists? Anyway, I'm waffling. Will report back around midday.

Have a nice morning!

lemonmuffin Wed 24-Apr-13 10:05:25

Blimey, I clicked on that link half thinking it would probably be an overreaction, but that is honestly shocking! Definitely complain.

TheDoctrineOfSnatch Wed 24-Apr-13 11:13:22

I think your plan is good, OP.

TheDoctrineOfSnatch Wed 24-Apr-13 11:15:10

What I hate about it is that it implies that it's preferable to be a woman's first sexual partner.

Chubfuddler Wed 24-Apr-13 11:30:06

Good plan. It seems this is not approved by Aston Martin HQ and they have used solicitors to say so, but perhaps the local dealership has "gone off on a frolic of their own" as we say in legal parlance.

BlastAndDalmatians Wed 24-Apr-13 11:31:28

Message withdrawn at poster's request.

CaptChaos Wed 24-Apr-13 11:37:34

This suggests that it's not the first time the tag line has been used, but it was originally for a real BMW advert. Nice!


CaptChaos Wed 24-Apr-13 11:42:14

Just read the comments on that forum post. Aston Martins are guy cars apparently. Well I never! hmm

GandalfsHat Wed 24-Apr-13 13:37:43

I have not had 10 mins peace all day! the DS2 refuses to nap and is overtired with everything that comes with that. Will type up a proper email tonight, I'm not going to have time for it before they're in bed tonight! Ad is still in the window.

lemonmuffin Thu 25-Apr-13 03:01:38

How did you get on Gandalf, any response yet?

lemonmuffin Thu 25-Apr-13 03:03:27

And what does 'pre-owed' mean anyway?

shouldn't it say pre-owned?

TheDoctrineOfSnatch Thu 25-Apr-13 06:13:55

Yep, that's a typo in the fake, LM.

YohedYoshoulderYonisandYotoes Thu 25-Apr-13 06:25:13

Go to the press - it will get them the PR AND shame them - everyone's a winner! I doubt that head office will be happy if its an unofficial poster anyway - breaking the rules lain down by marketing would get them a rocket irrespective of the actual ad.

FWIW I am pretty tolerant but this ad is crass and utterly vile in its both slut-shaming (a woman's value is based on what you think of HER sexuality) and its 'woman as possession' link, its Swiss Tony ' 'selling a car is like a selling a beautiful woman' schtick, its suggestion of reduced value of a woman because of her sexual experience, and its 'woman as sex toy/tool/possession/trophy/status symbol' crap.

Awful. Sack somebody!

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