Comments on: Kia chalks up another ad as a sexist fail

By: Tessa

Tessa — Tue, 04 Jun 2013 01:10:21 +0000

Thanks for your thoughts, Christopher!

You’re right, it could be a cultural thing. However, this was an ad that aired in the US, and Kia have had very different ads in different markets (see the Australian ad referenced in the article). It would seem quite weird if they weren’t aware of their market?

Always possible, I suppose!

By: Christopher

Christopher — Mon, 03 Jun 2013 02:39:55 +0000

Yep, was quite surprised when I saw this. I wasn’t sure how to feel about the guy getting beat up in the first one as I didn’t find it all that funny, but understood that it was tongue-in-cheek cartoon-like violence (as the guy obviously was fine from a throw that should have killed him), and it at least fit their “respect the tech” slogan.

But I was really surprised to seem them endorsing the idea of taking home a sexbot with your new car. The protecting-it-from-birds joke is a weak link to their slogan and the idea of a compliant fembot to take home is a bit of a bizarre association to make with your automobile product.

But I wonder if this is a cultural thing? Koreans are much more familiar with robots as cultural proxies.

By: Tessa

Tessa — Sun, 02 Jun 2013 18:02:57 +0000

Hi Nick, thanks for your concern. I believe it is possible to care about many things at once. However, this is a blog about the media and body image, so I feel that the topic is appropriate here.

By: Nick

Nick — Sun, 02 Jun 2013 00:04:25 +0000

With the GOP slashing billions of dollars from programs people need to live, THIS is what bothers you? A car ad with a robot woman? Corporate America says thanks for playing.

By: Tessa

Tessa — Thu, 30 May 2013 17:36:48 +0000

I agree with you, they are both unacceptably sexist. But this article just deals with the newer one. I would love to read your commentary on the older ad as well!

By: C@~

C@~ — Thu, 30 May 2013 16:25:21 +0000

Yup, all that matters is that the robot-woman is wearing too little clothing. But it’s totally okay for her/it to beat up a man.

Both images are equally sexist but you seem to brush over that with your comments.

By: Tessa

Tessa — Tue, 28 May 2013 00:35:16 +0000

Exactly.

By: Silfren

Silfren — Mon, 27 May 2013 19:46:36 +0000

The ad message IS sending a sexist message. It’s not just about the car. Do you even know how commercials work? If Kia didn’t want to convey a particular message with the robot woman and her nerd man, it would have used a different image entirely.

The first time I saw this commercial, my impression was that the purpose of this guy having a robot girlfriend is that robots don’t ask questions, they simply do as programmed, and she is clearly programmed to be both his personal servant and sex toy. Of COURSE it is a sexist message. I rage every time I see the damn thing.

By: Tessa

Tessa — Mon, 27 May 2013 17:11:11 +0000

Thanks for your comment. Indeed a tradition – but that doesn’t make it OK!

By: Tessa

Tessa — Mon, 27 May 2013 17:10:34 +0000

Thanks for your thoughts, Paul. So you think they only way the car could be protected from said “guano” is for a sexy robotic lady to move the pole? Surely therein lies the sexism?